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Coo Coo for Coconut Water: The Next Big Thing in Packaged Hydration? Not Just for Yoga

in YD News
coconut_waterHave 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?
 
zico-coconut-water-pedicabBig 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.

[WSJ]

17 comments… add one

  • Mae

    coconut water is delicious, i wonder if it actually is more hydrating. Are there any studies to back this up? Remember Pom and how it was supposed to be so much better for you with all those antioxidants, but its benefits were pretty neligible?
    maybe I’m just bitter that I nearly bought a coconut water box today that was marked up 50cents (to $3.00!) but thats another story…

  • Mae

    coconut water is delicious, i wonder if it actually is more hydrating. Are there any studies to back this up? Remember Pom and how it was supposed to be so much better for you with all those antioxidants, but its benefits were pretty negligible?
    maybe I’m just bitter that I nearly bought a coconut water box today that was marked up 50cents (to $3.00!) but that’s another story…

  • This blog made me laugh, and that’s always a good thing.

  • I’ve seen many coconut instead of soy products—including milk, ice cream, and yogurt. The ones I tried tasted good. I also like that these are some vegan alternatives to soy for those products. On the other hand, they are lower protein and seemed to have more sugar added.

    As for coconut water, I hope the price goes down and variety goes up as demand increases! Cost definitely inhibits me from more frequent purchasing. I’ve seen some other, established brands in cans from coconut growing locations, but they often have preservatives that aren’t as nice as the ones most yogis are used to seeing.

  • I find it a little perplexing that one can brand something like coconut water. But wait, I guess the whole bottled water thing never made much sense to me. In the last five years or so anyway!

    @Mae according to Ayruveda, coconut water is indeed more hydrating and its exceptionally good for the body’s tissues.

    Why anyone would want to drink it any other way than fresh from the coconut, I simply don’t get.

    Then, perhaps I’ve just spent too much time in Asian countries where you buy it like that instead of bottled water or soda.

  • I’ve never even heard of coconut water here, maybe it has not reached the Midwest yet.

    But I think I will still get my coconut water in India — go to the coconut seller, pick one out, he chops off the top with a huge knife, sticks in a straw, and I give him 10 rupees. when I’m done I give it back to him and he chops it in a certain way so I can use the shell to scoop out the meat. throw it the street for the cows and the dogs….ahhhhh….Ma India.

    coconut water is very hydrating, especially if you have “Delhi Belly”…..

    “Why anyone would want to drink it any other way than fresh from the coconut, I simply don’t get.”

    me neither, dear. just ain’t the same thing…..

  • funny :)
    I am cosidering hosting a yoga retreat in Juneau, AK summer 2010…if you’re interested or know others…:)
    http://juneauecomommie.blogspot.com/2009/08/yoga-in-woods.html

  • hey, can I advertise my yoga adventure in Africa here, too?

  • Coconut water is awesome! but not the stuff from zico in the carton. pepsi will never be able to hand out freshly opened thai young coconuts with the meat still fresh and ALL of the electrolytes still readily intact! BUY FRESH! (it tastes so much better)

  • I’m sure that it is already been thought of … but to make the “health claims asserted by peer reviewed research on fresh tender coconut juice…about branded, cleverly package tetra-paks products, must at least, require a coconut jelly lining inside the box of almost living water. If a corporation would embrace the real natural product and deliver it to market …you bet they’d be real results. ;)

  • Maggie May

    Coconut water is not only delicious and great for you, but it also works well with your metabolism and has helped me to lose weight. My favorite coconut water is Vita Coco, my family drinks them by the case!

  • Linda

    I love Vita Coco! The best coconut water out there.

  • Cindy Berman

    Wow this article really made me want to try coconut water. Based on the comments, I’m guessing vita coco would be a good start.

  • Cindy Berman

    Wow this article really made me want to try coconut water. Based on the comments, I’m guessing vita coco would be a good start.

  • Elizabeth

    I love coconut water because it’s the quickest way to hydrate your body. I prefer Vita Coco over Zico because it is all natural.

  • Edward

    I like Vita Coco better than Zico- it’s healthier for you and it tastes great!

  • Morese

    I am obsessed with Vita Coco! It tastes great and comes in fantastic flavors. It is definitely my first choice in coconut waters

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