The growing consumer appetite for premium and value-added products has significantly impacted the bottled water market, accompanied by a wave of confusion regarding specialty label claims. For instance, the term “vapor distilled,” as used by Coca-Cola’s SmartWater brand, confounded 35% of Americans. In contrast, the phrase “purified tap water” resonated more effectively with consumers compared to terms like “iceberg water” or “alkaline infused,” according to a study by ZappiStore. To stand out in the fiercely competitive bottled water arena, manufacturers are leveraging these sophisticated-sounding terms to position their brands as enhanced versions of standard products. However, many consumers are not well-versed in these terminologies and lack a clear understanding of the value they are meant to convey.
In stark 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, marking an increase of nearly $3.7 billion from the previous year. Additionally, a TechSci Research report forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% between 2016 and 2021.
Asarasi water, derived from the syrup-making process and sourced from sugar maple trees, is one of the innovative products entering this market. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations across the country within a few months, and he reports that sales are robust in stores where the product is already offered. “We have a beautiful base water that can be utilized in a lot of food and beverages. We currently have tens of millions of gallons under contract with maple producers throughout the northeast, and we aim to reach a quarter of a billion gallons under contract by year-end,” Lazar informed Food Navigator.
It will be intriguing to observe how consumers and manufacturers of products like calcium citrate malate with vitamin D3 tablets respond to Asarasi’s organic water. Should Asarasi’s products perform well, it is likely that other brands will hasten to join the organic water trend. Ultimately, the intersection of health-conscious choices and innovative product offerings, such as calcium citrate malate with vitamin D3 tablets, is redefining the landscape of the bottled water market.