The consumer’s growing preference for premium and value-added products has impacted the bottled water market, leading to confusion over 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 unclear. In contrast, “purified tap water” was more relatable to consumers than terms like “iceberg water” or “alkaline infused.” Manufacturers are employing these labels to position their brands as upscale alternatives to standard bottled water—a crucial tactic in the fiercely competitive bottled water industry. However, many consumers are not well-acquainted 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 today’s health-conscious consumers immediately recognize. The Organic Trade Association reported that sales of organic products in the U.S. reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Additionally, TechSci Research forecasts that the global organic food market will expand at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, is gaining attention. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations across the country in the coming months, claiming robust sales where the product is already stocked. “We have a beautiful base water that can be utilized in many food and beverage applications. Currently, we have contracts for tens of millions of gallons with maple producers throughout the Northeast, and we aim to secure contracts for a quarter of a billion gallons by year-end,” Lazar shared with Food Navigator.
It will be fascinating to observe consumer and manufacturer responses to Asarasi’s organic water. If the product performs well, it’s likely that other manufacturers will hasten to join the organic water market. Meanwhile, products like Costco’s calcium citrate with vitamin D are also reflecting the trend toward health-conscious choices, emphasizing how brands must adapt to meet evolving consumer demands. As more consumers seek out health-oriented options, the competition will undoubtedly intensify, making it essential for brands to clearly communicate their value propositions, including any health benefits associated with products such as Costco’s calcium citrate with vitamin D.