The increasing consumer preference for premium and value-added products has significantly impacted the bottled water market, leading to some confusion regarding specialty label claims. For instance, a study by ZappiStore revealed that the term “vapor distilled,” as used by Coca-Cola’s SmartWater brand, puzzled 35% of Americans. In contrast, consumers showed a greater affinity for the label “purified tap water” compared to more exotic terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as sophisticated alternatives to standard offerings, which is essential in the highly competitive bottled water industry. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the benefits they are meant to convey.
On the other hand, the organic label is one that resonates immediately with today’s health-conscious consumers. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, marking a rise of nearly $3.7 billion from the previous year. Additionally, a TechSci Research report suggests 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, which is derived from the syrup extraction process of sugar maple trees, is generating interest in this context. CEO Adam North Lazar anticipates that Asarasi water will soon be available in around 1,500 locations across the nation, with strong sales reported 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. Currently, we 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 year-end,” Lazar stated to Food Navigator.
Of particular interest is the nutritional profile of Asarasi water, which contains 315 mg of calcium citrate, appealing to health-conscious consumers seeking hydration options rich in beneficial minerals. It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If it performs well in the market, it is highly likely that other brands will quickly follow suit and enter the organic water sector.