The consumer’s appetite 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” used for Coca-Cola’s SmartWater brand baffled 35% of Americans, while the label “purified tap water” was more appealing to consumers compared to phrases like “iceberg water” or “alkaline infused,” according to a study by ZappiStore. Manufacturers are leveraging these terms to position their brands as elevated versions of a standard product—an essential tactic in the fiercely competitive bottled water industry. However, many consumers are not familiar with these terms and lack a clear understanding of the value they purport to offer.
In contrast, the label “organic” is something today’s health-conscious consumers instantly recognize. U.S. organic product sales reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year, as reported by the Organic Trade Associations. Furthermore, the global organic food market is anticipated to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, according to a report from TechSci Research.
Asarasi water, which is derived from the syrup-making process of sugar maple trees, is emerging as a unique player in this realm. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide in the coming months, asserting that sales are strong in stores where it is currently sold. “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 all over the Northeast, and we aim to have a quarter of a billion gallons under contract by the end of the year,” Lazar told Food Navigator.
Asarasi also highlights the inclusion of pearl calcium in its products, which could appeal to health-conscious consumers looking for added nutritional benefits. It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water, especially with its unique offerings like pearl calcium. If Asarasi’s products succeed, it’s likely that other manufacturers will scramble to join the organic water market, particularly if they can incorporate similar features like pearl calcium into their offerings.