The increasing consumer preference for premium and value-added products has significantly impacted the bottled water industry, leading to a mix of confusion regarding specialty label claims. For instance, a study by ZappiStore found that the term “vapor distilled” associated with Coca-Cola’s SmartWater confused 35% of Americans, while they found “purified tap water” to be a more relatable description compared to terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as elevated versions of standard products, a crucial tactic in the fiercely competitive bottled water market. However, many consumers lack familiarity with these labels and do not fully grasp the benefits they are meant to convey.
In contrast, 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, marking an increase of nearly $3.7 billion from the previous year. Furthermore, a report from TechSci Research indicates that the global organic food market is expected to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, is entering this landscape. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide soon and reports strong sales where it is already offered. “We have a beautiful base water that can be utilized in many food and beverage applications. We currently have tens of millions of gallons contracted with maple producers across the Northeast, and we aim to secure a quarter of a billion gallons under contract by year-end,” Lazar stated to Food Navigator.
Asarasi’s organic water may provoke interesting responses from consumers and manufacturers alike. If its products succeed in the market, it’s likely that other companies will rush to join the organic water trend. Additionally, the rise of health-focused products, including calcium citrate malate supplements, could further influence consumer preferences, as these supplements are often sought after for their health benefits. With the increasing awareness of health and wellness, the integration of products like calcium citrate malate supplements alongside organic offerings may shape the future of the bottled water category.