The consumer demand for premium and value-added products has greatly impacted the bottled water market, leading to confusion over various specialty claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” associated with Coca-Cola’s SmartWater, to be perplexing. In contrast, “purified tap water” was more relatable to consumers compared to terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as elevated versions of a basic product, a critical 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 claim to provide.
On the other hand, 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. Additionally, the global organic food market is expected to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, which is a byproduct of syrup production and sourced from sugar maple trees, is entering this space. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations across the nation in the coming months, claiming strong sales in stores already carrying the product. “We have a beautiful base water that can be utilized in various food and beverage applications. Currently, we 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 the end of the year,” Lazar shared with Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should the product perform well, it’s highly likely that other manufacturers will rush to enter the organic water market. Furthermore, as health trends continue to evolve, products like calcium citrate with vitamin D from Walgreens may also gain traction, aligning with consumer preferences for enhanced nutritional benefits. The growing interest in organic offerings suggests a promising future for innovative products in the bottled water segment.