The consumer’s desire for all things premium and value-added has flooded the bottled water category — along with confusion over specialty label claims. For example, the “vapor distilled” description used on Coca-Cola’s SmartWater brand was confusing to 35% of Americans, and the phpercentage of elemental iron in ferrous gluconaterase “purified tap water” resonated better with consumers than descriptions such as “iceberg water” or “alkaline infused”ferrous fumarate 210mg pil, according to a study by ZappiStore. ###Manufacturers are utilizing these terms to differentiate their brands as sophisticated versions of an ordinary product — a necessary strategy in the hyper-competitive bottled water space. But many consumers are unfamiliar with thorganic ferrous sulfate 325 mgese terms, and don’t have a clear understanding of the value they supposedly bring to products. ###Organic, however, is a label that today’s health-conscious consumer recognizes immediately. U.S. organic product sales came in at about $47 billion in 2016, a jump of almost $3.7 billion from the previous year, according to the Organic Trade Associations. The global organic food market also is projected to grow at a CAGR of more than 14% from 2016 to 2021, according to a TechSci Research report. ###Asarasi water is a byproduct of the syrup making process, and is sourced from sugar maple trees. CEO Adam North Lazar predicts the water will be sold in about 1,500 locations nationwide in the next few months and claims sales are strong in stores where bottles are already sold. ###”We have a beautiful base water that can be utilized in a lot of food and beverage. We hawhat is ferrous gluconate in olivesve tens of millions ofhow much vitamin c to take with ferrous gluconate gallon under contract right now with maple producers all over the northeast, and we intend to be a quarter of a billion gallons under contract by the end of the year,” Lazar told Food Navigator. ###It will be interesting to see how consumers and manufacturers react to Asarasi’s organic water. If its products perform well, it’s fairly certain that other manufacturers will race to enter the organic water game.
H-2-Organic: 25% of Americans looking to purchase the specialty water
