Coconut water:

innovation and natural

health benefits drive a
new category

Coconut water
Coconut water
Coconut water

CHART 2: COCONUT WATER PRICE COMPARISONS IN US

ly to 48 calories for orange juice. Reiss looked into
aseptic TetraPak have made it technological Pricing shown
mineral on balance
a price per litre equivalent basis. The market leader, Vita Coco, is able to achieve a the science and
coconut 3. It is isotonic, with a similar andits saw that coconut the market they
feasible to package and distribute fresh very significant premium
body, and from a plant, over established formulated brands by retailing in 330ml packs – said to be
water had poten used water from
to the water in your biggest seller. Even in a 1-litre it is still at a healthy 100% premium over formulated products. Coconut “The beverage tial: have more mature coconuts
water. added. to juices – such as cranberry – in 1-litre packs but a premium in single-serve market trend as these
market, a natural isotonic waters nothing
liquid, sell at a discount beverages in 2002, was to healthy pulp. But the
science says only
In 1999 it appeared on the Brazilian hypo-allergenic – an just as today, and young green cocon
the second-most 4. It is proven to bepacks. some thing natur here was health uts have the water
and by 2002 had become 5.50 $5.42 al with natural benefits. Or we with the
increasingly important point of difference

Coconut water:
in the country, $5.16 that are recom health benefits, could source cocon
highly consumed beverage of foods “free- mend ed by the Unite ourse lves, extract the uts
Nowadays, it has become so in a market in which sales5.00 And it fit the needs d Nations. Europ water and pack
after orange juice. are on the of European consu e. it in
from” significant allergens mers.”
common across Brazil that some McDonalds
4.50 $4.42 “We had also decid
major
increase and “free from the eight 3.1 Proprietary

natural
water. ed,” he added,
serve a private-label brand of coconut as a $3.58 process the product organ “to make
allergens” is also gaining ground
4.00

innovation and
ic from the begin
While packaged coconut water is relatively message. Some food companies provides a USP
and for European
ning. It
coconut selling 3.50 Reiss and Dr.
new in Brazil, the idea of consuming regular foods such as
Price Martins were
joined by Steffe
it is also a qualit consumers
green even avoid the use of Borzer, a specia y aspect.”
water is not. Roadside stalls selling n
per litre
3.00
their products because list in communica To achieve their
celery or kiwifruit in equivalent the organics busin tions and in aims they would

drive a
and a
coconuts with a hole cut in them ($) $2.50 ess, and the three work with Brazi need to
of concerns about allergens. 2.50 founding share were the organ lian coconut

health benefits
common farms to gain
drinking straw inserted are a very cholesterol- holders of the ic certification
country. 5. Naturally fat-free, gluten-free, 2.00 $1.89 “We had a white business.
alread
. But in Brazi
l there
feature across the preservative -free, free-from $1.79 $1.69 idea…to make
sheet of paper y a huge dome
stic demand for
was
free, with an mean coconuts,
1.50 coconut water. ing that there was
sweeteners. had two possib At that time we no incentive for
2.1 Natural health benefits 6. High content of vitamin 1.00 C (around 200ml
“We could buy
ilities, ” expla ined Reiss. to suppl y organ ic product becau farme rs
easily sell their se they could

new category
will supply 90% of your RDA). Amacoco in Brazi it ready-packed from were coconuts in Brazi
l, whether they
Coconut water has a number of benefits: is very mild .50does not have
and l – but this comp organic or not.
7. The product focused primarily any was It also became
on selling cocon clear
natural a lot of acidity. 0 ut pulp and in Brazi that packing the produ
1. It’s an all-natural product with 330ml 500ml 1 litre 330ml 250ml 1 litre 1 litre 2 litres l wasn’t going to ct
to Green work, since produ
sweetness. Most brands add nothing
$1.79 per pack $2.59 per pack $4.99 per pack $1.46 per pack $1.29 per pack $1.69 per pack $1.89 per pack $4.99cocon
per packut
Vita Coco only Vita Coco
and mature cocon ction
It is important to note that these benefits Vita Coco Zico ONE Gatorade Powerade young Ocean Spray
er produc e the coconut ut are very differe
nt. Only green
their product. within young green Endurance youngCranergy
green coconut water that has coconuts that
calorie attach to the fluid found contai been define are 6 month
uts aged up to ns about 400ml of water. In d by the UN as providing health s old or
2. It is the fruit juice with lowest Source: Information supplied by Vita Coco, Zico and ONE and from store visits fromcranberry
coconjuice
Not
19-24cal per 100ml, compared coconuts – those aged six to nine months. 9 months, which Brazil
have lower nutritio many coconut water produc benefits. Each
content – nal value. ts are made
TABLE 1: TROP COCO NUTRIONAL FACTS AND
INGREDIENTS

Coconut fruit
pulp

Coconut juice

Green coconuts

Coconut pulp

selling green
coconut water is not. Roadside stalls Matured cocon
new in Brazil, the idea of consuming uts
While packaged coconut water is relatively common feature across the country.
a drinking straw inserted are a very
coconuts with a hole cut in them and

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Published March 2010

Contents
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 drinks compared

Companies and brands

COMPANIES AND BRANDS IN THIS REPORT CONTINENTS/COUNTRIES IN THIS REPORT

All Market Europe

Amacoco Sudeste Germany
Coca-Cola Austria
Dr Antonio Martins Switzerland
Gatorade North America
Green Coco USA
Kero Coco Mexico
McDonalds South America
O.N.E Brazil
O.N.E. World Enterprises
PepsiCo
Powerade
Trop Coco
Vita Coco
Zico
About this report
Every so often we witness the emergence of a new category – a product that is new to consumers, provides new

FoRMAtS & PRICING

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.
Available formats: Pricing:
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
PPT and
families – 160 slides
even PDF &inPPT
Madonna have invested each priced at:
the sector.

€200/$295/£160/C$295/A$345/NZ$395/¥33000
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
PDFone– 80 pages
or more PDF
of the eight major and PPT package (save 20%):
allergens
• It’s a natural isotonic drink, according to the United Nations, which has described it as “the fluid of life”,
€320/$472/£256 /C$472/A$552/NZ$632/¥52,800
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.
How to order:
This concise report provides our trademark detailed, independent and opinionated analysis, using supermarket sales
Complete and return
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report addresses:
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 FORMATS & PRICING

Available formats:
Coconut water
Coconut water
Coconut water

CHART 2: COCONUT WATER PRICE COMPARISONS IN US

to 48 calories for orange juice. Reiss looked into
aseptic TetraPak have made it technologically Pricing shown
mineral on balance
a price per litre equivalent basis. The market leader, Vita Coco, is able to achieve a the science and
coconut 3. It is isotonic, with a similar andits saw that coconut the market they
feasible to package and distribute fresh very significant premium
body, and from a plant, over established formulated brands by retailing in 330ml packs – said to be
water had poten used water from
to the water in your biggest seller. Even in a 1-litre it is still at a healthy 100% premium over formulated products. Coconut “The beverage tial: have more mature coconuts
water. added. to juices – such as cranberry – in 1-litre packs but a premium in single-serve market trend as these
market, waters nothing
a natural isotonic liquid, sell at a discount beverages in 2002, was to healthy pulp. But the
science says only
In 1999 it appeared on the Brazilian hypo-allergenic – an just as today, and young green cocon
4. It is proven to bepacks. somet hing natural with here was health uts have the water
and by 2002 had become the second-most 5.50 $5.42 benefits. Or we with the
increasingly important point of difference natural health

:
Coconut water
country, $5.16 that are recom benefi could source cocon
highly consumed beverage in the of foods “free- mended by the ts, ourselves, extrac uts
become so in a market in which sales5.00 And it fit the needs United Nation t the water and
after orange juice. Nowadays, it has are on the of European consu s. Europ e. pack it in
from” significant allergens mers.”
common across Brazil that some McDonalds
4.50 $4.42 “We had also decide
major
increase and “free from the eight 3.1 Proprietary

natural
serve a private-label brand of coconut
water.
as a $3.58 process the product organ d,” he added, “to make
allergens” is also gaining ground
4.00

d
ic from the beginn
While packaged coconut water is relatively

innovation an
companies provides a USP ing. It
coconut selling message. Some food 3.50 Reiss and Dr. and for Europ
ean
new in Brazil, the idea of consuming regular foods such as
Price Martins were
joined by Steffen
it is also a qualit consumers
green even avoid the use of Borzer, a specia y aspect.”
water is not. Roadside stalls selling
per litre
3.00 list in To achieve their
celery or kiwifruit in their products
equivalent because the organics busine communications and in work aims they would

drive a
and a
coconuts with a hole cut in them ($) $2.50 ss, and the three with Brazilian need to
of concerns about allergens. 2.50 founding shareh were the organ coconut farms

health benefits
common
drinking straw inserted are a very cholesterol- olders of the busine ic certification to gain
5. Naturally fat-free, gluten-free, 2.00 $1.89 “We had a white ss. already a huge
. But in Brazil
there was
feature across the country. preservative-f ree, free-from $1.79 $1.69 idea…to make
sheet of paper domestic deman
free, with an meaning that there d for coconuts,
1.50 coconut water.
sweeteners. had two possib At that time we was no incentive
2.1 Natural health benefits 6. High content of vitamin 1.00 C (around 200ml “We could buy
ilities, ” explained Reiss. to supply organic produ for
ct because they
farme rs
easily sell their

new category
could
will supply 90% of your RDA). Amacoco in Brazil it ready-packed from were coconuts in Brazil
Coconut water has a number of benefits: .50 not have – but this compa organic or not. , whether they
7. The product is very mild and does focused primarily ny was It also became
on selling cocon clear that packin
natural a lot of acidity. 0 ut pulp and
1. It’s an all-natural product with 330ml 500ml 1 litre 330ml 250ml 1 litre 1 litre 2 litres in Brazil wasn’t
going to work,
g the product
to Green since production
sweetness. Most brands add nothing
$1.79 per pack $2.59 per pack $4.99 per pack $1.46 per pack $1.29 per pack $1.69 per pack $1.89 per pack $4.99coconu
per pack t
and
It is important to note that these benefits Vita Coco only Vita Coco Vita Coco Zico ONE Gatorade Powerade younge Ocean Spray
r produc
mature coconut are very
e the coconut different. Only
their product.

PDF
within young green Endurance youngCranergy
green coconu water green coconu
calorie attach to the fluid found t contains about that has been defined by the ts that are 6 months
2. It is the fruit juice with lowest
fromcranberry
coconu juice 400ml UN as providi old
ng health benefit or
Source: Information supplied by Vita
NotCoco, Zico and ONE and from store visits ts aged up to
coconuts – those aged six to nine months. 9 months, which of water. In Brazil many coconu s. Each
content – 19-24cal per 100ml, compared have lower
nutritional value. t water
products are made
TABLE 1: TROP COCO NUTRIONAL FACTS AND
INGREDIENTS

28 pages Coconut fruit

pulp

Coconut juice

Green coconu
ts

Coconut pulp

selling green
coconut water is not. Roadside stalls Matured coconu
new in Brazil, the idea of consuming ts
While packaged coconut water is relatively common feature across the country.
a drinking straw inserted are a very
coconuts with a hole cut in them and

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Report
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Published by 13
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tion.com

Chart 1: Coconut water price comparisons in Europe

Innovatio
n
Pricing shown on a price per litre equivalent basis. Green Coco is positioned at a significant (100%) premium
over established formulated products. Coconut water is also at a premium over fruit juice drinks – such as
those from Eckes Granini, one of Germany’s biggest brands – and Reeven
cent ainv
premium water such as Fiji Water.
est
coconut wa ments by PepsiCo
tion ter business and Coca-

: innova ts
have grabb Co
ed the he es in the US and Br la in

t w ate r adlines. azil

Coconu h benefi
But it’s in
Europe wh
developme ere one of

ral healt y
nts in the the most
emerging new coco exciting
. nut water

n d n a tu category
is
a gor
ew cate
A German
company,
supply of with its ow
a n
Powerpoint
co n
d r ive process tha conuts and a paten controlled
has been
t gives it
quietly bu
ted
cost and qu production
ality adva
Green Co ild nta
co Europ ing its brand presen ges,
e may alr
biggest co eady be the ce there.

87 slides
conut wa secon
hemisphere ter brand
, in the northern d-
expands its after Vita Coco, ev
distributi en
well as he on to includ before it
alth food e superm
stores. arkets as
30

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