Coconut water:innovation and natural health benefits drive a new category

!±8± Coconut water:innovation and natural health benefits drive a new category

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Post Date : Nov 27, 2011 01:16:09 | Available for download now

Coconut water:innovation and natural health benefits drive a new category

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 0 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:

• I It’s a natural beverage that needs no additions, not even a sweetener
• I 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
• I 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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Zico Coconut Water Health Benefits and Alternatives

!±8± Zico Coconut Water Health Benefits and Alternatives

Did you know that coconut water is so healthy that it can actually be injected into the human blood stream? That is not the only extraordinary -- and potentially surprising -- benefit that comes from this all natural product. The drink has the five electrolytes that assist with hydration: sodium, phosphorus, calcium, magnesium, and potassium. In fact, the potassium levels are so high that leading brands such as Zico Coconut Water claim that it is more than fifteen times the amount of potassium from some sports drinks and more than in a whole banana. This potassium is important during and after sports because it prevents muscle cramps and speeds recovery of your muscles. The acid levels are also less than these same sports drinks and juices. It can raise your metabolism, improve circulation, fight viruses, build your immune system, and deliver antioxidants to your body. On top of these features, drinks such as Zico that get their product from young coconuts do not have fat, cholesterol, or additional sugars. This is because the "meat" and milk of mature coconuts has not yet developed.

As a result, many believe that coconut water has a wider variety and strong health benefits than drinks that are explicitly designed for hydration and recovery, such as Gatorade. Most believe it is better than natural fruit juices for the same reason. It is not a surprise, then, that these drinks are so popular in Hawaii, South America, the Caribbean, and many Pacific Islands. Perhaps the bigger surprise is that it has taken this long to catch on in the United States as a legitimate alternative to more common drinks.

Zico Coconut Water is one of the top brands in the US, along with Vita Coco. These drink brands not only serve it natural style but provide some mixed with additional flavors to give some variety. Zico, for example, has seven flavors, as follows:

Natural flavor with 60 calories in each 14 ounce serving Zico chocolate contains natural dark chocolate -- a great taste even though it has less fat than a chocolate bar and only 110 calories. Some people make amazing smoothies with this chocolate flavor. The pineapple flavor has 60 calories in each citrus serving Mango Zico has 44 calories per serving Lima Citron is a lemon lime flavor with the same calorie count as natural Zico Pomberry flavor is a combination of pomegranates and berries Finally, Passion Fruit Zico has the same low 44 calorie count as Mango and is also popular to mix into smoothies

In contrast to sports drinks and juices, these drinks such as Zico Pure Premium Coconut Water come primarily carton format. Bottles have recently been added to the product line so that customers can enjoy drinking them while traveling, commuting, playing sports, or otherwise on the move.

Zico Coconut Water Health Benefits and Alternatives

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