The growing consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion regarding specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” associated with Coca-Cola’s SmartWater, perplexing. In contrast, “purified tap water” resonated more with consumers than terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as more sophisticated alternatives to standard offerings, a crucial strategy in the highly competitive bottled water industry. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the value they are meant to convey.
On the other hand, the label “organic” is instantly recognized by today’s health-conscious shoppers. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Additionally, a TechSci Research report forecasts that the global organic food market will grow at a CAGR of over 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process of sugar maple trees, is making its mark in this evolving market. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide in the coming months, with robust sales reported 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. Currently, we have tens of millions of gallons under contract with maple producers across the northeast, and we aim to reach a quarter of a billion gallons under contract by the year’s end,” Lazar stated to Food Navigator.
It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should the product perform well, it’s likely that other companies will rush to join the organic water segment. Furthermore, incorporating ingredients like calcium citrate, available at outlets like Kroger, could further enhance the appeal of water products as consumers increasingly seek health benefits. If Asarasi effectively combines its organic label with added value like calcium citrate, it may set a new standard in the bottled water industry.