The growing consumer interest in elemental iron, particularly in premium and value-added products, has significantly impacted the bottled water market, leading to a surge of confusion surrounding specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, perplexing. In contrast, consumers responded more positively to the phrase “purified tap water” than to terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their ferrous gluconate 325 mg elemental iron brands as sophisticated alternatives to standard offerings — a crucial tactic in the highly competitive bottled water sector. However, many consumers are unfamiliar with these terminologies and lack a clear understanding of the value they purport to offer.
In contrast, the “organic” label is one that resonates immediately with health-conscious consumers. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Furthermore, a TechSci Research report forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process derived from sugar maple trees, has caught the attention of the market. CEO Adam North Lazar anticipates that the water will soon be available in around 1,500 locations nationwide, claiming robust sales in stores where their bottles are already sold. “We have a beautiful base water that can be utilized in a variety of food and beverage applications. Currently, we 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 by the end of the year,” Lazar stated to Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should its products succeed in the marketplace, it is highly likely that other manufacturers will rush to join the organic water trend, potentially leading to a broader acceptance of health-oriented products, including those like Citracal 600 Plus D that aim to enhance consumer well-being. The incorporation of such nutritional offerings alongside organic water could redefine consumer expectations in this evolving industry.