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Aarkstore Enterprise Coconut water: innovation and natural health benefits drive a new category
by krishna11 on Oct 14, 2011
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 $450 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...Read More >>
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