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Saturday, October 22, 2011
Sunday, October 16, 2011
Coconut Water: The Single-ingredient Sports Recovery Drink
!±8± Coconut Water: The Single-ingredient Sports Recovery Drink
Products that are “as natural as possible” have the biggest consumer appeal - in every category and in every country. Nowhere is the opportunity for an “all natural” product bigger than in the market for sports recovery drinks.
The discovery that coconut water contains in its natural form more electrolytes and nutrients than formulated sports drinks has sparked a frenzy of industry interest and the creation of a new, “natural” segment of the sports nutrition market.
Coconut water opens the door to new opportunities in the -billion (€12-billion) global market for sports recovery drinks. It is a market dominated by a handful of brands, all based on complex formulations of ingredients, and characterised by consistent growth.
Coconut water’s appeal extends from elite athletes to everyday gym-goers and it has huge untapped potential among the many mainstream consumers who cannot relate to the “youth” and “added ingredient” positioning of most of the existing brands.
The packaging, distribution, marketing communications and brand positioning of the existing US coconut water brands are analysed in this concise 19-page report.
This practical analysis is written for anyone trying to develop an effective strategy for a “natural” sports recovery drink and aims to provide executives in marketing and technical roles with real-world insights that can be applied in any setting.
It includes supermarket sales data for coconut waters as well as interviews with senior executives of the main companies marketing coconut waters in the US.
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Coconut Water: The Single-ingredient Sports Recovery Drink
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Tuesday, October 11, 2011
Thursday, October 6, 2011
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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| Price : $295.00 | Post Date : Oct 06, 2011 09:00:10Available for download now
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
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
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Sunday, October 2, 2011
O.N.E. 100% Natural Coconut Water, 33.8 Ounce Boxes (Pack of 12)
!±8± O.N.E. 100% Natural Coconut Water, 33.8 Ounce Boxes (Pack of 12)
O.N.E.™ is 100% natural coconut water, which is the water inside a young green coconut. It is naturally filtered for nine months through the dense fibers of the coconut creating a nutritious, pure and refreshing isotonic beverage. O.N.E.™ is 1
- High in potassium, fat free, cholesterol free, and low in acidity, no sugar
- Contains five essential electrolytes--potassium, magnesium, calcium, sodium, and phosphorous.
- O.N.E. is a natural isotonic beverage. It contains similar levels of electrolytes as those found in human blood.
- O.N.E. can help promote smoother, more hydrated skin. It is an effective oral rehydration medium, and keeps the body cool.
- OO.N.E. is excellent for replacing lost electrolytes due to exercise and/or illness.
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