The growing consumer demand for premium and value-added products has significantly impacted the bottled water sector, leading to widespread confusion regarding 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, to be perplexing. In contrast, the term “purified tap water” resonated more effectively with consumers than phrases like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as more sophisticated alternatives to standard offerings, a crucial tactic in the fiercely competitive bottled water market. However, many consumers remain unfamiliar with these labels and lack a clear understanding of the benefits they are meant to convey.
In contrast, the label “organic” is instantly recognizable to today’s health-conscious consumers. According to the Organic Trade Association, U.S. sales of organic products reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Furthermore, a TechSci Research report projects that the global organic food market will expand at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, is on the horizon. CEO Adam North Lazar forecasts that the water will be available in around 1,500 locations across the nation in the coming months, citing strong sales in stores that already carry the product. “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 contracts for a quarter of a billion gallons by the end of the year,” Lazar stated in an interview with Food Navigator.
It will be intriguing to observe how consumers and manufacturers respond to Asarasi’s organic water. If the products perform well, it is highly likely that other manufacturers will rush to join the organic water market. Additionally, the introduction of organic water could serve as a complement to health-oriented products like Citracal Regular 250 mg, appealing to consumers looking for both hydration and health benefits. As the market evolves, the intersection of organic offerings and health-focused supplements may redefine consumer preferences in the bottled water category.