Coconut Water: Innovation and Natural Health Benefits Drive a New Category

http://www.drinksector.com/toc.asp?idReport=53
Table of Contents
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 yea
rs 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 (Euro 327.5 million), thanks to its strong isotonic, hypo-al
lergenic 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 pre
mium prices. Coca-Cola, PepsiCo, Europe’s biggest brewing families and even Madonn
a 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 becomi
ng 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 de
scribed 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 c
hoice of an “all-natural” isotonic drink for the first time ever.
This concise report provides, independent and opinionated analysis, using superm
arket sales data and interviews with executives at all of the companies concerne
d, 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 fu
nctional or health-enhancing beverages and better-manage the risks of new produc
t development and innovation, this report provides practical insights and exampl
es.
1. Executive Summary
2. What is coconut water?
2.1 Natural health benefits
2.2 A benefit people can feel
2.3 Coconut water taps into demand for a natural sports drink
2.4 Coconut water satisfies the rules for marketing natural health
2.5 A premium priced business
2.6 The future for coconut water: the next Superfood?
3. German technology re-defines European market
3.1 Proprietary process
3.2 Control of supply
3.3 Sustainable production key to cost and corporate values
3.4 Products
3.5 Debut in Germany
3.6 Distribution
3.7 Consumers
3.8 Communications and health claims
4. Coconut water in the US
4.1 A new point of difference in the US sports drink market
4.2 The US coconut water brands
Case Study 1: Vita Coco
Case Study 2: Zico
Case Study 3: O.N.E.
Charts and Tables
Chart 1: Coconut water price comparisons in Europe
Chart 2: Coconut water price comparisons in US
Chart 3: Gatorade sales slide
Table 1: Trop coco nutritional facts and ingredients
Table 2: Nutritional properties of coconut water
Table 3: Green Coco juice ingredients and nutrition facts
Table 4: Ingredients & nutrition facts of traditional & all-natural sports drink
s compared
Companies and brands in this report
All Market
Amacoco Sudeste
Coca-Cola
Dr Antonio Martins
Gatorade
Green Coco
Kero Coco
McDonalds
O.N.E
O.N.E. World Enterprises
PepsiCo
Powerade
Trop Coco
Vita Coco
Zico
Continents/Countries in this report
Europe
Germany
Austria
Switzerland
North America
USA
Mexico
South America
Brazil
More information at:
http://www.drinksector.com/toc.asp?idReport=53