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 found that 35% of Americans were perplexed by the term “vapor distilled” used for Coca-Cola’s SmartWater brand, while “purified tap water” was more relatable to consumers compared to terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as upscale alternatives to standard products, a crucial tactic in the fiercely competitive bottled water industry. However, many consumers lack familiarity with these terms and do not fully grasp the value they are supposed to convey.
On the other hand, the term “organic” is one that resonates immediately with health-conscious consumers. Sales of organic products in the U.S. reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. Moreover, the global organic food market is expected to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, as per a report by TechSci Research.
Asarasi water, a byproduct of syrup production sourced from sugar maple trees, is entering the market with promising prospects. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations across the country in the coming months, reporting strong sales in stores that currently carry the product. “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 secure contracts for a quarter of a billion gallons by the year’s end,” Lazar told Food Navigator.
The introduction of Asarasi’s organic water raises questions about how both consumers and manufacturers will respond. Should its products perform well, it is likely that other brands will quickly follow suit to enter the organic water segment. Notably, Asarasi water’s unique composition may also boast beneficial elements like calcium citrate, which could attract health-conscious buyers looking for added value in their beverages. The potential incorporation of calcium citrate xrd technology in Asarasi’s offerings could further differentiate it in the crowded market, especially if consumers recognize the health benefits associated with such innovations.