The growing consumer interest in premium and value-added products has significantly impacted the bottled water market, leading to confusion surrounding specialty labels. For instance, a study by ZappiStore found that 35% of Americans were perplexed by the term “vapor distilled,” which is associated with Coca-Cola’s SmartWater brand. In contrast, the term “purified tap water” resonated more effectively with consumers than labels like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as upscale alternatives to ordinary products, a critical strategy in the fiercely competitive bottled water industry. However, many consumers are not well-acquainted with these terms and lack a clear understanding of the benefits they claim to offer.
On the other hand, the label “organic” is immediately recognizable to today’s health-conscious shoppers. According to the Organic Trade Association, organic product sales in the U.S. reached approximately $47 billion in 2016, marking a nearly $3.7 billion increase from the prior year. Additionally, a TechSci Research report predicts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, which is derived from the syrup-making process and sourced from sugar maple trees, is one emerging player in this space. CEO Adam North Lazar anticipates that the product will be available in around 1,500 locations across the country in the coming months, noting strong sales in stores that already carry the bottled water. “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 in an interview with Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product proves successful, it is likely that other companies will hasten to join the organic water market. Moreover, with the increasing focus on health, products that include nutritional benefits, such as calcium citrate for kids, could further enhance consumer appeal. As the landscape evolves, it remains to be seen how such innovations will shape the bottled water category moving forward.