Coconut Water Case Study: Consolidating Growth in a Burgeoning Segment

Published: November 2010

Publisher: Datamonitor

Product ref: 100522

Pages: 19

Format: PDF

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Report description

Introduction

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 Features and benefits

  • 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 investmentAll 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 Your key questions answered

  • 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 consolodate* What are the benefits of coconut water and who are the target consumers?

Table of contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS
Introduction: coconut water has emerged as a high-growth category in the US, but now companies need to take it to the next level
Market overview: the growth of coconut water contrasts with the situation in the juice market overall
Coconut water is linked to a number of health benefits
Coconut water is establishing a reputation within the sports nutrition market
The athletic consumer is an attractive demographic in terms of market potential
2009 and 2010 have seen a significant growth in the number of new product launches in the category
Competition in the US coconut water category is intensifying
Vita Coco is the market leader in the US
Zico is part of Coca-Cola’s portfolio of non-carbonates which the company sees as a particular avenue for growth
ONE is positioned as a more accessible brand with a number of flavored varieties
Other players, such as Naked, are beginning to establish a presence within the category
Conclusion: US players are entering a crucial phase where they need to establish strong brand loyalty among consumers before other players can catch up

APPENDIX
Case study series
Methodology
Secondary sources
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Related research categories

By sector: Water