COCONUT WATER: 'Coconut water contains naturally high levels of electrolytes, including potassium, calcium and magnesium, which have made it popular

The soaring popularity of coconut water has sent new product launches rocketing as celebrities such as Madonna and Rihanna give the healthy sports drinks a major boost, a new report showed yesterday.While coconut water was once the preserve of exotic holidays, the latest research shows that it has been the surprise toast of the beverage industry in recent years.The number of product introductions more than quintupled (+540%) in the past five years (2008/2012) and products containing it have been taking off on an international scale.Market research analysts Mintel says that new product launches are dominated by North America, totaling 35% of global coconut water introductions in 2012, up from just 17% in 2008.Europe followed with 34% of new products launched last year, up from 13% in 2008, while Asia Pacific accounted for 14% in 2012, up from 9% in 2008.Jonny Forsyth, Global Drinks Analyst at Mintel, said: 'Coconut water contains naturally high levels of electrolytes, including potassium, calcium and magnesium, which have made it popular as a sports drink for natural foods consumers.'Coconut water is doing particularly well in the US because both sports recovery drinks and vitamin-enhanced waters are well-established - much more so than in other countries - meaning that people already buy into the benefits of electrolytes in a beverage.'Sales of the product have also being helped by its rapid take-up among celebrities and high-profile investments from beverage companies.'In terms of product claims, low/no/reduced fat is the most popular, accounting for 47% of all coconut water claims in 2012. Low/no/reduced allergen and gluten free follow with 43% respectively, environmentally friendly packaging (42%) and natural (40%). Read more: http://www.dailymail.co.uk/news/article-2334232/Sales-coconut-water-soar-168-Madonna-ploughs-1million-Britains-leading-brand.html#ixzz2Uz9y5MUz

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Posted by rev.joshua skirvin on February 27, 2023 at 5:58pm…

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