The growing consumer interest in premium and value-added products has significantly impacted the bottled water market, leading to confusion surrounding 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, to be perplexing. In contrast, consumers responded more positively to terms like “purified tap water,” rather than less familiar descriptions such as “iceberg water” or “alkaline infused.” This trend highlights how manufacturers are employing these labels to position their brands as more sophisticated alternatives to regular products—a crucial tactic in the highly competitive bottled water industry. Yet, many consumers lack familiarity with these terms and their purported benefits.
On the other hand, the label “organic” is instantly recognized by today’s health-conscious shoppers. According to the Organic Trade Association, U.S. sales of organic products reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Furthermore, a TechSci Research report predicts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process of sugar maple trees, is entering this market. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide soon, with strong sales reported in stores currently carrying the product. “We have a beautiful base water that can be utilized in a lot of food and beverage. We have tens of millions of gallons under contract right now with maple producers across the Northeast, and we aim to reach a quarter of a billion gallons under contract by the end of the year,” Lazar shared with Food Navigator.
Asarasi’s organic water could provoke interesting reactions from both consumers and manufacturers. If the product performs well, it’s likely that other brands will rush to join the organic water trend. Moreover, with growing interest in health-oriented products, there may be increased demand for examples of calcium citrate and other beneficial ingredients in beverages, further influencing the market landscape. The response to Asarasi’s innovative offering will be crucial in shaping the future of organic water in the industry.