The growing consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to a proliferation of specialty label claims that often cause confusion. For instance, a study by ZappiStore found that 35% of Americans were perplexed by the term “vapor distilled” used for Coca-Cola’s SmartWater brand, while “purified tap water” was more readily understood compared to labels like “iceberg water” or “alkaline infused.” Manufacturers are employing these terms to position their brands as sophisticated alternatives to standard products, a crucial tactic in the fiercely competitive bottled water industry. However, many consumers are not familiar with these terms and lack a clear understanding of the benefits they purport to offer.
In contrast, the label “organic” is immediately recognized by today’s health-conscious shoppers. 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 previous year. TechSci Research projects that the global organic food market will expand at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process of sugar maple trees, is making an entrance into this market. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide soon, reporting strong sales in stores that currently stock the product. “We have a beautiful base water that can be utilized in a lot of food and beverage applications. We have tens of millions of gallons under contract right now with maple producers all over 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 likely that other companies will rush to join the organic water segment. Additionally, as consumers become more aware of the health benefits of various minerals, questions about what is the difference between calcium magnesium and calcium citrate may arise, particularly as they seek options that support their wellness. Notably, understanding these differences might influence purchasing decisions as more consumers look for products that align with their health goals.