The surge in consumer demand for premium and value-added products has significantly impacted the bottled water market, creating a landscape filled with confusion over specialty label claims. For instance, a study by ZappiStore revealed that the term “vapor distilled,” associated with Coca-Cola’s SmartWater brand, was perplexing to 35% of Americans. 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 complex terms to position their brands as upscale alternatives to standard bottled water, a vital tactic in the intensely competitive market. However, many consumers remain unfamiliar with these descriptions and lack a clear understanding of the purported benefits they offer.
In contrast, the label “organic” is instantly recognized by today’s health-conscious shoppers. 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. Additionally, a TechSci Research report predicts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, derived from the sugar maple tree and a byproduct of the syruferrous fumarate and folic acid tablet manufacturing process, is an intriguing new player in the organic water segment. CEO Adam North Lazar anticipates that Asarasi water will soon be available in around 1,500 retail locations nationwide, with strong sales reported in stores already stocking the product. “We have a beautiful base water that can be utilized in various food and beverage applications. Currently, we have contracts for tens of millions of gallons with maple producers across the Northeast, and we aim to secure contracts for a quarter of a billion gallons by year-end,” Lazar told Food Navigator.
It will be fascinating to observe how consumers and manufacturers respond to Asarasi’s organic water. If the product gains traction, it is likely that other brands will quickly seek to enter the organic water market. Furthermore, the rise of organic products aligns with the increasing popularity of health supplements, such as calcium citrate supplements available at Chemist Warehouse, indicating a broader trend towards healthier consumer choices. Asarasi’s focus on organic offerings may resonate with this health-conscious demographic, potentially paving the way for more brands to explore the organic water niche.