The rising consumer preference for premium and value-added products has inundated the bottled water market, leading to widespread confusion regarding specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” which appears on Coca-Cola’s SmartWater brand, to be perplexing. In contrast, “purified tap water” was more relatable to consumers than terms like “iceberg water” or “alkaline infused.” Manufacturers are using these labels to position their brands as elevated versions of standard products, a crucial tactic in the fiercely competitive bottled water industry. However, many consumers are still not well-versed in these terminologies and lack a clear understanding of the value they are said to offer.
On the other hand, the label “organic” is one that resonates instantly with today’s health-conscious consumer. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, reflecting an increase of nearly $3.7 billion from the previous year. Furthermore, a report by TechSci Research forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, sourced from sugar maple trees, is a byproduct of the syrup-making process. CEO Adam North Lazar anticipates that the water will soon be available in around 1,500 locations nationwide, asserting that sales are robust in stores where it is currently offered. “We have a beautiful base water that can be utilized in a lot of food and beverage,” Lazar stated to Food Navigator. “We have tens of millions of gallons under contract right now with maple producers all over the northeast, and we intend to have a quarter of a billion gallons under contract by year’s end.”
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If its products perform well, it is highly likely that other manufacturers will scramble to join the organic water market. Additionally, with the growing focus on health, it wouldn’t be surprising to see consumers pairing Asarasi’s organic water with mini calcium citrate pills, which are known for their health benefits. As the market evolves, the intersection of organic options and health supplements like mini calcium citrate pills could shape new trends in consumer preferences.