The consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion over various specialty label claims. For instance, a study by ZappiStore revealed that the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, puzzled 35% of American consumers. In contrast, the term “purified tap water” was more relatable to consumers than labels like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as refined versions of a standard product, a crucial tactic in the intensely competitive bottled water industry. However, many consumers are not familiar with these terminologies and lack a clear understanding of the actual benefits they claim to offer.
In this context, the label “organic” stands out as one that health-conscious consumers readily 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 prior year. Furthermore, a TechSci Research report forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, which is derived from the syrup-making process and sourced from sugar maple trees, has entered this competitive landscape. CEO Adam North Lazar anticipates that the water will soon be available in around 1,500 locations across the nation, with strong sales reported in stores that already carry the product. “We have a beautiful base water that can be utilized in many food and beverage applications. Currently, we have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to reach a quarter of a billion gallons under contract by year-end,” Lazar shared with Food Navigator.
It will be intriguing 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 rush to enter the organic water market. Additionally, with increasing awareness of health benefits, including the role of tums calcium citrate for maintaining bone health, consumers may also look for similar additives in bottled water, further influencing market trends. The integration of organic and functional ingredients like tums calcium citrate could redefine consumer expectations in the bottled water sector, making it essential for brands to adapt to these evolving demands.