The growing consumer demand for premium, value-added products has significantly impacted the bottled water market, creating a landscape filled with confusion over terms like “spferrous gluconate” and “vitamin cecialty” label claims. A study by ZappiStore found that the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, confused 35% of Americans. Interestingly, consumers preferred the straightforward “purified tap water” over more exotic labels like “iceberg water” or “alkaline infused.” Manufacturers are employing these complex terms to present their brands as sophisticated alternatives to basic bottled water, a necessary tactic in today’s hyper-competitive market. However, many consumers lack familiarity with these terms and do not grasp the value they are meant to convey.
In contrast, the term “organic” resonates immediately with today’s health-conscious consumers. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, 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 CAGR of over 14% from 2016 to 2021. Asarasi water, a product derived from the syrup-making process of sugar maple trees, exemplifies this trend. CEO Adam North Lazar anticipates distributing Asarasi water to around 1,500 locations across the nation within a few months, citing strong sales in existing retail outlets.
Lazar stated, “We have a beautiful base water that can be utilized in a lot of food and beverage applications. 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 end of the year.” It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should the products succeed, it is likely that other companies will rush to join the organic water segment, especially as consumers increasingly seek out options that align with their health priorities, much like those who look for products that complement their Citracal medication. As the market evolves, the integration of familiar terminology and transparency about ingredients will become essential in attracting discerning consumers.