Introduction
This case study on coconut water forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the emergence of the drink as a new driver of market growth in the US and examines the major players within the sector, namely Vita Coco, Zico and ONE.
Reasons to Purchase
Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market
This case study on coconut water forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at the emergence of the drink as a new driver of market growth in the US and examines the major players within the sector, namely Vita Coco, Zico and ONE.
Reasons to Purchase
DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
Coconut water is an up and coming juice in the US which could be a key growth generator for market players
The US juice market is substantially sized but weak growth is forecast
Functional benefits have been increasingly promoted in juice products
Coconut water is growing in popularity due to its natural, healthy and energizing formula
The US coconut water sector is led by three brands: Zico, Vita and ONE
Vita Coco: celebrity endorsements have aided brand growth
Vita Coco is the leading coconut water brand in the US
Celebrity investment has boosted the brand's media profile
The brand is marketed as a natural alternative to sports drinks
Zico: Coca-Cola investment has enhanced the brand's development potential
Coca-Cola is furthering its move into non-carbonates with Zico investment
Zico is set to ramp up marketing, but it remains committed to non-mainstream avenues
ONE: PepsiCo investment sees Coke rival take a competitive share of the market
PepsiCo has added to its coconut water portfolio with a stake in ONE
Product placement will be a key marketing area for ONE
Conclusion
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
LIST OF TABLES
Table 1: The US juice market by category, $m, 2004-13
Table 2: Top three companies in the US juice market, 2008
Table 3: Leading flavors and claim s in new juice launches in the US, 2007-09
Table 4: Alleged key benefits of drinking coconut water
LIST OF FIGURES
Figure 1: Innovations in new juice launches in the US cover a range of functional claims
Figure 2: A high proportion of consumers regularly purchase functional products
Figure 3: Coconut water launches have grown in the US over the last few years
Figure 4: There is substantial interest in energizing products, although few consumers purchase them
Figure 5: Three of the biggest coconut water brands in the US are Vita Coco, Zico and ONE
Figure 6: Celebrity marketing is driven and inhibited by eight key factors
CATALYST
SUMMARY
Analysis
Coconut water is an up and coming juice in the US which could be a key growth generator for market players
The US juice market is substantially sized but weak growth is forecast
Functional benefits have been increasingly promoted in juice products
Coconut water is growing in popularity due to its natural, healthy and energizing formula
The US coconut water sector is led by three brands: Zico, Vita and ONE
Vita Coco: celebrity endorsements have aided brand growth
Vita Coco is the leading coconut water brand in the US
Celebrity investment has boosted the brand's media profile
The brand is marketed as a natural alternative to sports drinks
Zico: Coca-Cola investment has enhanced the brand's development potential
Coca-Cola is furthering its move into non-carbonates with Zico investment
Zico is set to ramp up marketing, but it remains committed to non-mainstream avenues
ONE: PepsiCo investment sees Coke rival take a competitive share of the market
PepsiCo has added to its coconut water portfolio with a stake in ONE
Product placement will be a key marketing area for ONE
Conclusion
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
LIST OF TABLES
Table 1: The US juice market by category, $m, 2004-13
Table 2: Top three companies in the US juice market, 2008
Table 3: Leading flavors and claim s in new juice launches in the US, 2007-09
Table 4: Alleged key benefits of drinking coconut water
LIST OF FIGURES
Figure 1: Innovations in new juice launches in the US cover a range of functional claims
Figure 2: A high proportion of consumers regularly purchase functional products
Figure 3: Coconut water launches have grown in the US over the last few years
Figure 4: There is substantial interest in energizing products, although few consumers purchase them
Figure 5: Three of the biggest coconut water brands in the US are Vita Coco, Zico and ONE
Figure 6: Celebrity marketing is driven and inhibited by eight key factors
