The growing consumer interest in premium and value-added products has significantly impacted the bottled water market, leading to confusion over various specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” which is associated with Coca-Cola’s SmartWater brand, unclear. Interestingly, consumers responded more positively to the phrase “purified tap water” compared to terms like “iceberg water” or “alkaline infused.” In this highly competitive bottled water industry, manufacturers are leveraging these terminologies to position their brands as elevated alternatives to standard products. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the benefits they imply.
In contrast, the label “organic” is instantly recognizable to 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. Additionally, 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.
Asarasi water, derived from the syrup-making process of sugar maple trees, is a promising entrant in this market. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations across the nation in the coming months, with strong sales reported in stores where the product is already available. Lazar indicated, “We have a beautiful base water that can be utilized in a lot of food and beverage. We currently 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,” as he explained to Food Navigator.
What’s particularly noteworthy is that Asarasi water is infused with calcium citrate and vitamin D, which are essential nutrients for many consumers. Asarasi’s unique selling proposition could make it appealing to health-focused shoppers, especially those interested in organic options. Should Asarasi’s products succeed in the market, it is likely that other manufacturers will quickly follow suit to tap into the organic water segment. The response from consumers and manufacturers alike will be intriguing to observe as the market continues to evolve.