Coconut water has become a trendy health beverage as it is full of vital nutrients. The global coconut water market is expected to showcase a high growth rate over the forecast period (from 2017 to 2022). Growing awareness about various health benefits associated with the consumption of organic coconut water market is expected to propel product demand over the next few years.
Due to rising health consciousness among consumers across the globe, coconut water has become a perfect alternative to many sugar-laden and carbonated drinks such as packaged fruit juices and energy drinks. Moreover, coconut water meets consumer demand for beverages that do not contain artificial sweeteners, flavors, additives, gluten, and preservatives. It also helps balance blood pressure levels, which is a key factor driving product demand.
Increasing popularity of coconut water in various foodservice chains is also expected to contribute toward the growth of the global market in future. In addition, rising demands the production of various hair care and skin care products such as shampoos and body lotionsis estimated to boost market growth. Shifting consumer preference from high-sugar soft drinks to natural health drinks, such as coconut water, is also anticipated to augment market growth.
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Scientists at the Indian Institute of Technology (IIT), Kharagpur, India have introduced a new technique that can enhance the shelf life of packaged coconut water without using any preservatives. It is touted to increase the shelf life of coconut water toup to 18 weeks. This technology involves removal of debris present in coconut water with the help of a nylon mesh.It also includesan hour-long sterilization process using a hollow polyacrylonitrile fiber tube. This entire process helps remove bacteria and microbes, thereby increasing the shelf life of coconut water.
The global coconut water market is categorized as per product type, application, and region. Based on product type, the market is segmented into mixed coconut water and pure coconut water. Based on application, the market is categorized into 0-14 yrs, 15-34 yrs, 35-54 yrs, and 55 yrs and above.
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Based on region, the market is divided into Southeast Asia, India, Japan, China, North America, and Europe. The Americas led the global market in the past and are expected to maintain their dominance during the forecast period as well. The United States was the largest consumer due to increased health consciousness among consumers. Constant product innovation, such as flavored coconut water, by various regional companiesis also anticipated to boost market growth in the region over the next few years. Increasing number of media campaigns and celebrity endorsements promoting health benefits of coconut water is also expected to have a positive impact on the regional market.
Major companies operating in the global market include Edward & Sons Trading Co.; Tradecons GmbH; Maverick Brands, LLC; Pepsico Inc.; Amy & Brian; and Green Coco Europe GmbH. Setting up a bottling plant requires considerably low capital investments, which is attracting many new entrants. This is anticipated to intensify competition in the global market.
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Quality, price, product differentiation, etc. are some of the major factors based on which these companies compete. Market players focus on product innovation in terms of flavors, test, and overall product quality to gain competitive advantage.
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