The surge in consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to widespread confusion surrounding specialty label claims. For instance, a study conducted by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” associated with Coca-Cola’s SmartWater brand, perplexing. Interestingly, consumers responded more favorably to the term “purified tap water” than to more exotic descriptions like “iceberg water” or “alkaline infused.” In an effort to distinguish their brands as elevated versions of standard offerings, manufacturers are increasingly adopting these terms—a crucial tactic in the fiercely competitive bottled water industry. However, many consumers remain uncertain about these labels and lack a clear understanding of the benefits they are meant to convey.
In contrast, the “organic” label is instantly recognizable to today’s health-conscious shoppers. According to the Organic Trade Associations, 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 TechSci Research report forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021.
One intriguing newcomer in this space is Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations across the nation in the coming months, reporting strong sales 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. We currently have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to secure a quarter of a billion gallons by the end of the year,” Lazar shared with Food Navigator.
As consumers and manufacturers respond to Asarasi’s organic water, it will be fascinating to observe the market dynamics. Should its products succeed, it is highly likely that other manufacturers will quickly seek to join the organic water trend. Additionally, amidst rising health concerns, questions about whether “is calcium citrate bad for you” will likely gain traction as consumers increasingly scrutinize not just the labels but the health implications of the components within their beverages. Ultimately, the evolution of the bottled water category will depend on both consumer education and manufacturers’ ability to clarify the value of their offerings.