The demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion over various specialty label claims. For instance, the term “vapor distilled” found on Coca-Cola’s SmartWater brand perplexed 35% of Americans. In contrast, the term “purified tap water” resonated more effectively with consumers compared to labels like “iceberg water” or “alkaline infused,” according to a study by ZappiStore. Manufacturers are leveraging these terms to position their brands as upscale alternatives to standard products, a crucial strategy in the fiercely competitive bottled water industry. However, many consumers are not well-versed in these terminologies and lack a clear understanding of the purported benefits they offer.
On the other hand, the label “organic” is one that health-conscious consumers immediately recognize. In 2016, organic product sales in the U.S. reached approximately $47 billion, reflecting an increase of nearly $3.7 billion from the previous year, as reported by the Organic Trade Associations. 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, a byproduct of syrup production derived from sugar maple trees, is entering the market with a promising outlook. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide within the next few months, claiming robust sales in stores where it is currently offered. “We have a beautiful base water that can be utilized in a lot of food and beverage products. We currently have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to secure a quarter of a billion gallons under contract by the end of the year,” Lazar mentioned to Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If its products achieve strong performance, it is likely that other manufacturers will be eager to join the organic water segment. This surge in organic products may parallel the rising interest in health-focused items such as calcium citrate gummies for adults, which have gained popularity among consumers seeking nutritious alternatives. As the market evolves, the intersection of organic offerings and health-centric products like calcium citrate gummies for adults may redefine consumer preferences in the beverage sector.