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The increasing demand for natural and organic products is driving the growth of the global maple water market. Enriched with 46 bioactive nutrients, such water enhances the human immune system, which makes it highly acceptable among consumers. The marketing of such water is an innovative concept, which has been incorporated by few beverage manufacturers globally. However, owing to its market potential, several new beverage manufactures are also venturing into it. The unflavored segment dominated the global market in 2014 and is expected to retain its dominance during the forecast period.
Maple tress exists as several types of species, most of which are trees with height 10 – 45 meters and others are shrubs of 10 meters. Maple water features under tree water genre of bottled water, which includes detox water, birch sap, cactus water, and watermelon water. Before being commercialized, maple sap was consumed by native Canadians. It is a substitute for beverages, such as coconut water and vitamin water. It also has large shelf life, which is 18 months unopened and about 7 – 10 days after opening the bottle. The major bottled water manufacturers offer water with flavors, such as crisp apple, and acai blueberry pomegranate. The global maple water market is receiving tough competition from such bottled water variants, as the latter is readily available and has wide consumer base.
According to the Beverage Marketing Corporation, the global bottled water sales up surged by 7% in 2014. The growing bottled water industry is also expected to provide growth opportunity for the global maple water market. The key types of target consumers for such water include people from high class of society with healthy lifestyles. The companies offering such water have also been distributing their sample packets in order to increase their consumer base.
The idea of extracting water from tree is the key unique selling proposition for maple water products. Its commercialization in certain countries also has to undergo certifications. For instance, in Canada NAPSI certification is required before distribution through the sales channels. (NAPSI refers to Natural Maple Water directly form maple trees, authentic maple water controlled from production to sales, pure maple water without any chemical preservatives, sterile maple water free from living microorganisms, integral maple water that has all set of its original components and has not undergone any refining).
Maple water is mainly consumed in North America, and Europe. There are less numbers of consumers for such water in the other regions. The major companies operating in the global maple water market include Oviva Eau D’Erable Pure, Vertical Water, Citadelle, and DRINKmaple.
Global Maple Water Market Segmentation
By Distribution Channel