The increasing consumer appetite for premium and value-added products has significantly impacted the bottled water sector, leading to some confusion surrounding specialty label claims. For instance, a study by ZappiStore found that 35% of Americans were perplexed by the term “vapor distilled” on Coca-Cola’s SmartWater brand. In contrast, “purified tap water” was more relatable to consumers than terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these descriptors to position their brands as elevated alternatives to standard offerings—a crucial tactic in the highly competitive bottled water market. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the benefits they purport to provide.
On the other hand, “organic” is a label that resonates instantly with today’s health-conscious consumers. 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. Furthermore, a TechSci Research report indicates that the global organic food market is expected to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, which is a byproduct of syrup production from sugar maple trees, exemplifies this trend. CEO Adam North Lazar anticipates that Asarasi will be available in around 1,500 locations across the nation in the coming months, with strong sales already reported in stores where the product is currently offered. “We have a beautiful base water that can be utilized in various 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 year’s end,” Lazar informed Food Navigator.
Moreover, products like jamp calcium citrate liquid may complement the appeal of organic water by enhancing its health benefits. It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic offering. If its products perform well, it’s highly likely that other companies will swiftly enter the organic water market, possibly incorporating innovations like jamp calcium citrate liquid into their formulations to attract health-conscious buyers.