The growing consumer preference for premium and value-added products has greatly impacted the bottled water market, resulting in confusion surrounding various specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, to be perplexing. Comparatively, the term “purified tap water” was more relatable to consumers than labels like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as more sophisticated alternatives to standard products—a crucial tactic in the fiercely competitive bottled water industry. However, many consumers remain unfamiliar with these terminologies and lack a clear understanding of the value they are meant to convey.
In contrast, the label “organic” is instantly recognized by today’s health-conscious shoppers. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, representing an increase of nearly $3.7 billion from the previous year. Furthermore, a TechSci Research report forecasts that the global organic food market will experience a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021.
Asarasi water, derived from the syrup production process of sugar maple trees, is making its mark in this landscape. CEO Adam North Lazar anticipates that Asarasi water will soon be available in around 1,500 locations nationwide, with strong sales already reported in stores that carry the product. “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 throughout the Northeast, and we aim to secure a quarter of a billion gallons under contract by the end of the year,” Lazar shared with Food Navigator.
Interestingly, Asarasi is also exploring the potential integration of calcium citrate malate tablets into their marketing strategy, as these supplements are well-regarded by health-conscious consumers. It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should their products succeed in the market, it is likely that other companies will quickly follow suit and enter the organic water segment, potentially incorporating innovations such as calcium citrate malate tablets to enhance their offerings.