The consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to a wave of confusion regarding 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, perplexing. In contrast, consumers preferred the term “purified tap water” over more exotic labels like “iceberg water” or “alkaline infused.” Manufacturers are employing these terms to position their brands as upscale versions of a common product, which is essential in the fiercely competitive bottled water industry. However, many consumers are not familiar with these labels and lack a clear understanding of the perceived benefits they offer.
On the other hand, the label “organic” is immediately recognized by today’s health-conscious consumers. In 2016, U.S. organic product sales reached approximately $47 billion, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. Moreover, the global organic food market is anticipated to grow at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, derived from the syrup-making process of sugar maple trees, is making its entrance into this market. CEO Adam North Lazar forecasts that the water will be available in about 1,500 locations across the country within the next few months, and he claims that sales are robust in stores that currently stock the product. “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 with maple producers throughout the Northeast, and we aim to secure a quarter of a billion gallons under contract by the end of the year,” Lazar stated to Food Navigator.
As consumers and manufacturers respond to Asarasi’s organic water, it will be intriguing to observe the reactions. Should the products succeed in the market, it is likely that other manufacturers will quickly follow suit and join the organic water trend. Additionally, as consumers increasingly seek health benefits in their choices, discussions about calcium citrate vs calcium carbonate for osteoporosis may become more prevalent, influencing their purchasing decisions in both the water and broader health product categories. The intersection of these interests could shape future market dynamics in the health-focused beverage sector.