The growing consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to a rise in confusion surrounding specialty label claims. For instance, a study by ZappiStore found that 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater, to be perplexing. In contrast, the term “purified tap water” was more relatable to consumers compared to phrases like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as upscale alternatives to standard offerings, a crucial strategy in the fiercely competitive bottled water industry. However, many consumers struggle to grasp the meanings of these terms and the value they are supposed to convey.
In contrast, the label “organic” is instantly recognized by today’s health-conscious consumers. 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 projects 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 of sugar maple trees, is poised to capture consumer interest. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations nationwide within the coming months, reporting strong sales in stores that already carry the product. “We have a beautiful base water that can be utilized in a lot of food and beverage. We have tens of millions of gallons under contract right now with maple producers across the Northeast, and we aim to secure a quarter of a billion gallons under contract by the end of the year,” Lazar stated in an interview with Food Navigator.
Interestingly, Asarasi water could pave the way for the introduction of functional beverages infused with nutrients like vitamin D3 and calcium citrate, appealing to health-focused consumers. If Asarasi’s organic water performs well in the market, it is likely that other manufacturers will quickly follow suit and explore the organic water segment, potentially incorporating similar health-boosting ingredients like vitamin D3 and calcium citrate into their offerings. The reactions of both consumers and manufacturers to Asarasi’s organic water will be worth monitoring in the coming months.