The growing consumer preference for premium and value-added products has significantly impacted the bottled water market, leading to some confusion surrounding 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, consumers showed a stronger connection to the term “purified tap water” over other descriptions like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as more sophisticated versions of standard products, a crucial strategy in the fiercely competitive bottled water landscape. However, many consumers remain unfamiliar with these terms, lacking a clear understanding of the benefits they are meant to convey.
On the other hand, the label “organic” is instantly recognized by 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. Additionally, a TechSci Research report forecasts that the global organic food market will expand at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, which is derived from the syrup-making process of sugar maple trees, is gaining attention in this context. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations across the country in the coming months, with sales reportedly strong in stores where it is already offered. “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 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. If the product performs well, it is likely that other manufacturers will swiftly seek to join the organic water market. Furthermore, with the increasing interest in health-oriented products, incorporating elements like calcium citrate with vitamin D3 into bottled water could become a popular trend, enhancing the appeal of these beverages and aligning them with the health-conscious consumer’s preferences. Asarasi’s potential introduction of such health benefits, including calcium citrate with vitamin D3, might set a new standard in the organic water segment, prompting further competition among brands aiming to capitalize on this growing trend.