The growing consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion surrounding specialty label claims. For instance, a study by ZappiStore found that 35% of Americans were perplexed by the term “vapor distilled” associated with Coca-Cola’s SmartWater brand. In contrast, many consumers found “purified tap water” to be a more relatable term than descriptions like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terminologies to position their brands as elevated versions of standard offerings, which is essential in the highly competitive bottled water industry. However, a substantial number of consumers remain unfamiliar with these terms and lack a clear understanding of the value they are meant to convey.
In stark contrast, the “organic” label is one that health-conscious consumers immediately recognize. According to the Organic Trade Associations, U.S. organic product sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Additionally, a TechSci Research report projects that the global organic food market will grow at a CAGR of over 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, is emerging in this context. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations across the nation in the coming months, with strong sales reported in stores already carrying 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 reach a quarter of a billion gallons under contract by year’s end,” Lazar shared with Food Navigator.
It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it is likely that other brands will swiftly enter the organic water segment. Moreover, with the rising interest in health-oriented products, consumers may increasingly seek out options that offer additional benefits, such as calcium citrate malate and vitamin D3 tablet supplements, which could complement their choice of organic water. The intersection of these trends suggests a vibrant future for organic offerings in the bottled water market.