The consumer interest in premium and value-added products has significantly impacted the bottled water market, leading to confusion over various specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” associated with Coca-Cola’s SmartWater brand, perplexing. In contrast, “purified tap water” was better received by consumers compared to terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these labels to position their brands as elevated versions of standard products—a vital approach in the fiercely competitive bottled water industry. Nonetheless, many consumers are not familiar with these terminologies and lack a clear understanding of the value they are meant to convey.
On the other hand, the organic label is one that today’s health-conscious consumers instantly recognize. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Moreover, 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, derived from the syrup-making process and sourced from sugar maple trees, is gaining traction. CEO Adam North Lazar anticipates that the water will be available in about 1,500 locations across the country in the coming months, with strong sales reported in stores already carrying their bottles. “We have a beautiful base water that can be utilized in a lot of food and beverage applications. We have tens of millions of gallons under contract right now with maple producers throughout the northeast, and we aim to secure a quarter of a billion gallons under contract by the year’s end,” Lazar stated to Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the products succeed, it is highly likely that other manufacturers will rush to enter the organic water market. Additionally, with the rising interest in health-focused products, including those featuring calcium citrate without magnesium, Asarasi could tap into this growing trend. The potential for calcium citrate without magnesium to enhance the appeal of bottled water products may further drive competition and innovation within the industry.