The consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion over specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, to be confusing. In contrast, the phrase “purified tap water” resonated more effectively with consumers compared to descriptions like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as more sophisticated alternatives to standard offerings—a crucial tactic in the fiercely competitive bottled water industry. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the benefits they are supposed to convey.
On the other hand, the label “organic” is instantly recognized by today’s health-conscious buyers. According to the Organic Trade Association, U.S. organic product sales reached around $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Moreover, a TechSci Research report anticipates that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process and sourced from sugar maple trees, is gaining attention. CEO Adam North Lazar forecasts that Asarasi water will be available in about 1,500 retail locations across the country in the coming months, with strong sales reported in existing outlets. Lazar noted, “We have a beautiful base water that can be utilized in a lot of food and beverage. We have tens of millions of gallons under contract right now with maple producers all over the northeast, and we intend to be a quarter of a billion gallons under contract by the end of the year,” as he discussed the prospects for Asarasi water.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it is likely that other companies will rush to enter the organic water market. Additionally, with the growing interest in health-conscious beverages, products featuring liquid calcium citrate with vitamin D3 could also gain traction, appealing to consumers seeking enhanced nutritional benefits. As the market evolves, the incorporation of health-focused ingredients like liquid calcium citrate with vitamin D3 may become a significant trend, further influencing consumer choices in the bottled water segment.