The increasing consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to some confusion regarding specialty label claims. For instance, the term “vapor distilled” used by Coca-Cola’s SmartWater confused 35% of Americans, while “purified tap water” was more relatable to consumers compared to terms like “iceberg water” or “alkaline infused,” as revealed by a ZappiStore study. Manufacturers are leveraging these terms to position their brands as advanced alternatives to conventional products, which is essential in the fiercely competitive bottled water industry. However, many consumers struggle to grasp the meaning of these labels and the value they are supposed to convey.
In contrast, the label “organic” resonates instantly with today’s health-oriented consumers. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Furthermore, a TechSci Research report forecasts that the global organic food market will experience a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process of sugar maple trees, offers an intriguing addition to this market. CEO Adam North Lazar anticipates that their water will be available in around 1,500 locations across the country in the coming months, with strong sales reported 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 right now with maple producers throughout the Northeast, and we aim to exceed a quarter of a billion gallons under contract by the end of the year,” Lazar stated in an interview with Food Navigator.
Notably, Asarasi water boasts an impressive calcium content of 60 mg, which could enhance its appeal to health-conscious consumers. It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it is highly likely that other manufacturers will quickly follow suit to join the organic water trend. Asarasi’s unique offering, combined with its health benefits, could reshape the bottled water landscape significantly.