The growing consumer demand for premium and value-added products has significantly impacted the bottled water category, leading to confusion surrounding specialty label claims. A study by ZappiStore found that 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, perplexing. In contrast, “purified tap water” was more appealing to consumers than terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as refined alternatives to standard offerings—a crucial tactic in the fiercely competitive bottled water market. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the benefits they claim to provide.
On the other hand, the label “organic” is instantly recognized by today’s health-conscious consumers. 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. Furthermore, a TechSci Research report anticipates that the global organic food market will experience 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 making its entry into the market. CEO Adam North Lazar expects the water to be available in around 1,500 locations nationwide soon and reports strong sales in stores where it is already sold. “We have a beautiful base water that can be utilized in a variety of food and beverage applications. We currently have tens of millions of gallons under contract with maple producers across the Northeast, and we aim to secure a quarter of a billion gallons by the end of the year,” Lazar told Food Navigator.
It will be intriguing to observe how consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it is likely that other manufacturers will swiftly enter the organic water segment. Additionally, it’s worth noting that among health-conscious consumers, products high in nutrients such as 200mg calcium citrate are becoming increasingly popular. Asarasi’s organic water might tap into this trend, especially if it can effectively communicate its benefits alongside familiar terms like “200mg calcium citrate.”