The consumer demand for premium and value-added products has significantly impacted the bottled water market, creating a landscape rife with confusion over specialty label claims. For instance, the term “vapor distilled” associated with Coca-Cola’s SmartWater puzzled 35% of Americans, while “purified tap water” was better understood than more exotic labels like “iceberg water” or “alkaline infused,” as highlighted by a study from ZappiStore. Manufacturers are leveraging these terms to position their brands as sophisticated alternatives to ordinary products—a crucial tactic in the fiercely competitive bottled water industry. Yet, many consumers are not well-acquainted with these terms and lack a clear understanding of the benefits they are believed to offer.
In contrast, the label “organic” is one that today’s health-conscious consumers instantly recognize. According to the Organic Trade Associations, 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 TechSci Research report forecasts that the global organic food market will grow at a CAGR exceeding 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, is entering this dynamic market. CEO Adam North Lazar anticipates that Asarasi will be available in around 1,500 locations nationwide in the coming months, claiming strong sales in stores that already carry the product. “We have a beautiful base water that can be utilized in a lot 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 year’s end,” Lazar told Food Navigator.
Interestingly, Asarasi water is enriched with calcium citrate 630, which may appeal to health-conscious consumers looking for added nutritional benefits. The response from both consumers and manufacturers regarding Asarasi’s organic water will be worth watching. If the product performs well, it is highly likely that other manufacturers will rush to join the organic water trend, possibly incorporating similar ingredients like calcium citrate 630 to enhance their offerings.