The consumer’s growing interest in premium and value-added products has significantly impacted the bottled water market, leading to a great deal of confusion regarding specialty label claims. For example, Coca-Cola’s SmartWater brand’s “vapor distilled” label puzzled 35% of Americans, while the term “purified tap water” was more relatable than descriptions like “iceberg water” or “alkaline infused,” according to research by ZappiStore. Manufacturers are deploying these terms to position their brands as sophisticated alternatives to standard offerings—a vital tactic in the fiercely competitive bottled water industry. Nevertheless, many consumers are not familiar with these terms and lack a clear understanding of the value they are meant to convey.
In contrast, the label “organic” is one that today’s health-conscious consumers instantly recognize. U.S. organic product sales reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. Additionally, a TechSci Research report projects that the global organic food market will experience 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 entering this thriving market. CEO Adam North Lazar anticipates that Asarasi water will be available in about 1,500 locations nationwide within the coming months, asserting that sales are robust in stores where the product is already offered. “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 across the Northeast, and we aim to secure a quarter of a billion gallons under contract by year’s end,” Lazar informed Food Navigator.
As Asarasi introduces its organic water, it will be fascinating to observe how both consumers and manufacturers respond. Should Asarasi’s products perform well, it is highly likely that other manufacturers will rush to join the organic water segment, potentially creating a new standard in the industry that could be likened to the Citracal equivalent in the realm of supplements. This trend could further elevate the status of organic offerings in the bottled water market, emphasizing the importance of authenticity and health benefits in consumer choices.