The increasing consumer interest in premium and value-added products has significantly impacted the bottled water market, causing some confusion around specialty labels. For instance, a study by ZappiStore found that 35% of Americans were unclear about the term “vapor distilled,” which is used for Coca-Cola’s SmartWater brand. In contrast, the term “purified tap water” was more relatable to consumers than terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as elevated versions of standard offerings, a crucial tactic in the highly competitive bottled water industry. However, many consumers lack familiarity with these terms and do not fully grasp the value they claim to provide.
On the other hand, the label “organic” is one that health-conscious consumers immediately recognize and trust. According to the Organic Trade Association, organic product sales in the U.S. reached approximately $47 billion in 2016, marking a nearly $3.7 billion increase from the previous year. Moreover, a TechSci Research report predicts that the global organic food market will grow at 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 gaining attention in this context. CEO Adam North Lazar forecasts that Asarasi water will soon be available in around 1,500 locations across the country, noting strong sales in stores that already carry the product. “We have a beautiful base water that can be utilized in a lot of food and beverage applications. Currently, we have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to secure contracts for a quarter of a billion gallons by year-end,” Lazar shared with Food Navigator.
The reception of Asarasi’s organic water by both consumers and manufacturers will be intriguing to observe. If the products succeed, it is likely that other brands will quickly enter the organic water market, much like the growing interest in supplements like Citracal calcium supplement, which many consumers inquire about for its health benefits, or “para que sirve” (what it’s for). The incorporation of organic labels could potentially elevate the bottled water segment further, as consumers increasingly seek out products that align with their health-focused lifestyles.