The consumer’s increasing preference for premium and value-added products has significantly impacted the bottled water industry, leading to widespread confusion regarding specialty label claims. For instance, the term “vapor distilled,” associated with Coca-Cola’s SmartWater brand, puzzled 35% of Americans, while the label “purified tap water” was more appealing to consumers compared to terms like “iceberg water” or “alkaline infused,” according to a study by ZappiStore. Manufacturers are using these descriptions to position their brands as sophisticated alternatives to ordinary products, a crucial tactic in the highly competitive bottled water market. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the value they purport to add.
In contrast, the “organic” label is instantly recognized by today’s health-conscious consumers. 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 Association. Furthermore, the global organic food market is expected to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, according to a TechSci Research report.
Asarasi water, derived from the syrup-making process and sourced from sugar maple trees, is entering this premium market. CEO Adam North Lazar anticipates that Asarasi water will soon be available in around 1,500 locations across the nation, claiming strong sales in stores where it is already stocked. “We have a beautiful base water that can be utilized in a lot of food and beverage applications. We currently 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 the end of the year,” Lazar shared with Food Navigator.
The introduction of Asarasi’s organic water will be intriguing to observe, particularly how consumers and manufacturers respond to it. Should its products succeed in the market, it is likely that other companies will quickly follow suit in the organic water segment. Additionally, the incorporation of health-focused ingredients, such as Citracal 1500 mg, could further enhance the appeal of organic water products, as consumers increasingly seek out beverages that offer both quality and health benefits. The demand for Citracal 1500 mg and similar products may drive manufacturers to innovate, ensuring they cater to this health-conscious demographic while navigating the complexities of the bottled water landscape.