Coo Coo for Coconut Water: The Next Big Thing in Packaged Hydration? Not Just for Yoga
in YD News
Have you noticed an increase of coconuts in your face lately? Coconut water to be more specific - those juicy cartons seem to be everywhere we turn! Is it just in NY? Well have no fear rest of the country, apparently, according to the Wall Street Journal, you too will have the pleasure of thirsting over coconut water ads very soon!
It’s byebye bottled water these days as people are getting hip to saving money and the planet. Interesting fact #1: “For the past 52-weeks ended July 12, sales of bottled water dropped 6% to $7.6 billion.”
What’s the next big thing in marketable hydration? Coconut water. Interesting fact #2: “sales of coconut water doubled this year to roughly $20 million.” Wow.
They say brands like Zico and newcomer O.N.E. are only in their “early stages” of advertising (cripes). Of course we all remember Zico as being Bikram‘s BFF in sponsoring ALL their events and basically storming the yoga market. Coconut water in general has been a popular quencher in the yoga circuit for a while, but now the leading brands are sweating to expand to other sports markets, and the average Joe Schmo (hm, sounds like another company we know that’s benefited from yoga’s boom in pop culture *cough*lulu*cough*). The article doesn’t mention Vita Coco for some odd reason, but we’ve had an eyeful of their labels as well.
So what happens when a once-small beverage product catches a wave in pop culture? Pepsi buys it! It’s true, says the WSJ, PepsiCo agreed to buy Brazil’s largest coconut water company (the very serious sounding Transworld Beverages), responsible for brands Kero Coco and Trop Coco, which they claim will not flood the US market, yet. Probably because they’re looking ot buy a US coco co.!
OK we’ll cut Pepsi a momentary break, it was Coca-Cola who bought Vitaminwater back in 2007 and turned its ad budget from a measely $3.3 million to a $68.4 advertising machine, complete with celeb spokespeople. Side note: were we the only ones to like Fruitwater? what happened to that?
Big dogs have big plans, but don’t underestimate the baby coconuts - keep an eye out for O.N.E. billboards and TV show product placement, while Zico slithers into an expanded assortment of sports and events, and NYC pedicabs? (see pic)
Can the budding brands withstand the force of major corporations like Pepsi and Coca-Cola? They think so, but money has a way of changing the tune. “…get acquired or face increased competition,” says Mr. Sicher from Beverage Digest. We’re yogis anyway, but there’s probably no need to hold your breath here.
On a similar note, during our casual over the shoulder reading on the subway this morning we saw something called boxed water. For real, have you heard of it? We’re probably way behind on this. Next next big thing?
PS. when we first saw the title of the article “Coconut Water Bubbles” we immediately thought ‘whoa carbonated coconut water?? that’s new!‘ Anyone else? or are we just dorks… don’t answer that.
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