The consumer demand for premium and value-added products has surged within the bottled water sector, leading to considerable confusion regarding specialty label claims. For instance, a study by ZappiStore revealed that the term “vapor distilled,” associated with Coca-Cola’s SmartWater brand, was unclear to 35% of Americans. In contrast, the phrase “purified tap water” was more relatable to consumers than terms like “iceberg water” or “alkaline infused.” Manufacturers are adopting these terms to position their brands as sophisticated alternatives to standard offerings—an essential tactic in the fiercely competitive bottled water market. However, many consumers lack familiarity with these labels and do not fully grasp the value they are intended to convey.
In contrast, the label “organic” is immediately recognized by today’s health-conscious consumers. 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 prior year. Furthermore, a TechSci Research report projects that the global organic food market will expand at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, embodies a commitment to ethical nutrition. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations nationwide in the coming months, noting robust sales in stores where it is already sold. “We have a beautiful base water that can be utilized in a lot of food and beverage products. We currently have tens of millions of gallons under contract with maple producers across the Northeast, and we aim to secure a quarter of a billion gallons under contract by year-end,” Lazar shared with Food Navigator.
It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it is highly likely that other manufacturers will rush to join the organic water market, potentially leading to an increase in options that emphasize ethical nutrition and beneficial additives like calcium citrate.