Executive Summary

1. What is coconut water?
1.1 Coconut water satisfies the rules for marketing natural health
1.2 What is coconut water?
1.3 Natural health benefits
1.4 A benefit people can feel
1.5 Coconut water taps into demand for a natural sports drink
1.6 A premium-priced business
1.7 The future for coconut water: the next Superfood

2. Natural functionality drives growth for European coconut water

Case study 1: Green Coco
Taste is key
No need for a health claim
Green Coco shows how to take a concept to market
Control of supply key to success
Sustainability
New products, new channels
Funding key to entrepreneurial success
Green Coco optimistic about for coconut water in Europe

3. Entrepreneurs drive growth of US coconut category
3.1 A new point of difference in the US sports drink market
3.2 Market shares of leading brands
3.3 Supply chain challenge
3.4 Appearance of more startups
3.5 PepsiCo’s Phenom

Case Study 2: Vita Coco
Pricing
Lifestyle and nostalgia consumers
Expanding in Europe

Case Study 3: Zico

Case Study 4: O.N.E. (One Natural Experience)