The demand for premium and value-added products has surged within the bottled water market, leading to a significant amount of confusion regarding specialty labels. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” associated with Coca-Cola’s SmartWater, perplexing. More familiar terms like “purified tap water” were better received by consumers compared to labels such as “iceberg water” or “alkaline infused.” Brands are leveraging these terms to position themselves as more sophisticated alternatives to standard offerings, which is crucial in the fiercely competitive bottled water industry. However, many consumers are not well-acquainted with these terminologies and lack a clear understanding of the benefits they claim to offer.
In contrast, the label “organic” is instantly recognized by today’s health-conscious consumers. According to the Organic Trade Association, U.S. organic product sales reached around $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. The global organic food market is also expected to grow at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, a product derived from the syrup-making process of sugar maple trees, is gaining attention in this evolving market. CEO Adam North predicts that their organic water will be available in approximately 1,500 locations nationwide within the coming months, with strong sales already noted in stores that currently stock their bottles. “We have a beautiful base water that can be utilized in a variety of food and beverage applications. We currently have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to secure a quarter of a billion gallons under contract by year-end,” Lazar stated to Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If their products succeed, it is highly likely that other brands will hasten to enter the organic water segment. As the 21st century progresses, consumers are increasingly seeking options that align with their health and wellness goals, including products enriched with ingredients like calcium citrate, which plays a vital role in maintaining bone health. The emergence of organic water products could very well drive this trend further, as shoppers look for healthier alternatives that deliver both quality and value.