The increasing consumer demand for premium and value-added products has permeated the bottled water market, leading to confusion surrounding specialty label claims. For instance, 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, to be unclear. In contrast, the phrase “purified tap water” resonated more effectively with consumers than terms like “iceberg water” or “alkaline infused,” as indicated by a study from ZappiStore. Manufacturers are leveraging these terms to distinguish their brands as more sophisticated versions of a standard product, a necessary tactic in the highly competitive bottled water sector. However, many consumers are not familiar with these terms and lack a clear understanding of the value they are meant to convey.
On the other hand, the label “organic” is one that contemporary health-conscious consumers immediately recognize. U.S. organic product sales reached about $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. Furthermore, the global organic food market is expected to experience a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, is making its entry into this market. CEO Adam North Lazar anticipates that the water will be available in approximately 1,500 locations nationwide in the coming months, claiming strong 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 products. 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 under contract by the year’s end,” Lazar informed Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the products perform well, it is likely that other manufacturers will rush to enter the organic water segment. Additionally, as consumers seek out health-enhancing options, the market for supplements such as calcium citrate supplements from Chemist Warehouse may also experience growth, further illustrating the trend toward health-conscious purchasing behaviors.