The consumer’s growing preference for premium and value-added products has significantly impacted the bottled water market, leading to confusion over specialty labels. For instance, the term “vapor distilled” used by Coca-Cola’s SmartWater brand perplexed 35% of Americans, while “purified tap water” resonated more effectively with consumers compared to terms like “iceberg water” or “alkaline infused,” according to a study by Zgnc chelated ironappiStore. Manufacturers are leveraging these terms to position their brands as sophisticated alternatives to standard offerings — a crucial tactic in the fiercely competitive bottled water sector. However, many consumers are still unfamiliar with these terminologies and lack a clear understanding of the value they claim to offer.
In contrast, the label “organic” is one that today’s health-conscious consumers instantly recognize. In 2016, U.S. organic product sales reached approximately $47 billion, an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. The global organic food market is also projected to expand at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, which is a byproduct of the syrup-making process sourced from sugar maple trees, is gaining attention in this landscape. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations across the country in the coming months and claims that sales are robust in stores where it is already available. “We have a beautiful base water that can be utilized in a variety of food and beverage products. We currently 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 year-end,” Lazar told Food Navigator.
It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the products perform well, it is likely that other manufacturers will quickly move to enter the organic water market. Additionally, with the increasing focus on health, terms like “calcium citrate malate” and “elemental calcium” may also gain traction among consumers seeking beverages that offer nutritional benefits, further diversifying the bottled water category. Asarasi’s entry into the market might pave the way for similar products that highlight their health benefits, including calcium citrate malate and elemental calcium, appealing to the health-conscious demographic.