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Coconut Water Case Study: Consolidating Growth in a Burgeoning Segment
Datamonitor, Nov 2010, Pages: 19
Coconut water has experienced a lot of initial success in the US due to its unique taste profile and sports nutrition benefits. Now is a pivotal time to further consolidate and grow the market, lest it be dismissed as just another ‘fad’ category
Scope:
- A synopsis of the burgeoning coconut water market in the US outlining the tactics employed by leading players to consolodate growth
- Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data
- Enhance market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success
Highlights
Three leading US coconut water brands are Vita Coco, Zico and ONE. All have recently benefited from outside investment
All three plan to use the investments to boost their marketing capabilities, aiming to gain a loyal following among frequent exercisers and, to a lesser extent, the wider community
Reasons to purchase:
- What is the market scenario for coconut water in the US? What are the current developments driving change?
- Who are the leading market players in the burgeoning coconut water market? What are the tactics being used by these stakeholders to consolidate
- What are the benefits of coconut water and who are the target consumers?
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