The growing consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to a surge in confusion surrounding specialty label claims. A notable example is Coca-Cola’s SmartWater brand, which features the term “vapor distilled,” a description that perplexed 35% of Americans. In contrast, consumers found “purified tap water” to be more relatable than terms like “iceberg water” or “alkaline infused,” as highlighted by a study from ZappiStore. In this highly competitive bottled water industry, manufacturers are leveraging these terms to position their brands as refined alternatives to standard products. However, many consumers struggle to grasp the meaning and value these labels are supposed to convey.
In the realm of health-conscious consumers, the term “organic” stands out as a label that is instantly recognized. According to the Organic Trade Associations, 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 expand at a CAGR of over 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process of sugar maple trees, is making waves in this landscape. CEO Adam North Lazar anticipates that Asarasi water will soon be available in around 1,500 locations nationwide, citing strong sales in stores where it is already offered. “We have a beautiful base water that can be utilized in a lot of food and beverage applications. We have tens of millions of gallons under contract right now with maple producers across the northeast, and we aim to secure a quarter of a billion gallons by the end of the year,” Lazar shared with Food Navigator.
Moreover, Asarasi water’s potential introduction of calcium citrate with vitamin D, magnesium, and zinc could further enhance its appeal to health-oriented consumers. It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it’s highly likely that other manufacturers will be eager to join the organic water sector, potentially incorporating elements like calcium citrate with vitamin D, magnesium, and zinc in their offerings. Ultimately, the success of Asarasi could pave the way for a new trend in the bottled water industry that emphasizes both organic quality and health benefits.