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Coconut Water: Innovation and Natural Health Benefits Drive a New Category
New Nutrition Business, March 2010, Pages: 28
Every so often we witness the emergence of a new category – a product that is new to consumers, provides new benefits and is marketed under new brands. Twenty years ago the new category was Red Bull and energy drinks; more recently, probiotic dairy.
Today, coconut water is the fast-growing new category, with retail sales already above $450 million (€327.5 million), thanks to its strong isotonic, hypo-allergenic and all-natural health benefits.
Using new processing technologies and new brands, start-up companies in Germany, the US and elsewhere are growing coconut water sales quickly and commanding premium prices. Coca-Cola, PepsiCo, Europe’s biggest brewing families and even Madonna have invested in the sector.
Coconut water has a host of advantages guaranteed to appeal to health-conscious consumers:
- It’s a natural beverage that needs no additions, not even a sweetener
- It’s hypo-allergenic, a key benefit in a world in which consumers are becoming more concerned about avoiding one or more of the eight major allergens
- It’s a natural isotonic drink, according to the United Nations, which has described it as “the fluid of life”, providing many of the same benefits as formulated sports drinks, but in an all-natural form.
Coconut water is set to redefine the sports drink market, giving consumers the choice of an “all-natural” isotonic drink for the first time ever.
This concise report provides our trademark detailed, independent and opinionated analysis, using supermarket sales data and interviews with executives at all of the companies concerned, as well as independent beverage industry experts.
This unique report addresses:
- Packaging
- Ingredients and nutrition profiles
- Supply strategies
- Marketing communications strategy
- Pricing strategies
- Target consumers
- Flavours
For any company, large or small, aiming to create a successful proposition in functional or health-enhancing beverages and better-manage the risks of new product development and innovation, this report provides practical insights and examples.
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