The growing consumer appetite for premium and value-added products has significantly impacted the bottled water market, leading to a surge of confusion surrounding 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, perplexing. In contrast, consumers showed a stronger preference for the term “purified tap water” over more exotic labels like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as upscale alternatives to standard offerings, a crucial tactic in the fiercely competitive bottled water industry. However, many consumers remain unfamiliar with such terminology and lack clarity on the benefits these labels are meant to convey.
Conversely, the label “organic” is instantly recognizable to today’s health-conscious shoppers. In 2016, sales of organic products in the U.S. reached approximately $47 billion, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. Additionally, the global organic food market is anticipated to expand at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, a byproduct of syrup production sourced from sugar maple trees, is gaining attention in this landscape. CEO Adam North Lazar forecasts that Asarasi water will be available in around 1,500 locations across the country in the coming months, reporting strong sales in stores where it is already offered. “We have a beautiful base water that can be utilized in various food and beverage applications. We currently have contracts for tens of millions of gallons with maple producers throughout the Northeast, and we aim to secure a quarter of a billion gallons by year-end,” Lazar shared with Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should the product succeed in the market, it is highly likely that other manufacturers will rush to join the organic water trend. Meanwhile, as consumers become more aware of health-related questions, such as “does calcium citrate clog arteries,” the demand for clear labeling and transparency will only intensify, influencing future marketing strategies in the bottled water sector.