Coconut Water Is The Star Of The Beverage Industry

Use of electrolyte-rich coconut water is growing globally, according to researcher Mintel, even though other electrolyte beverages like sports recovery drinks and vitamin-enhanced waters are well-established. Product introductions have grown 540 percent worldwide since 2008, dominated by activity in North America (35 percent, up 17 percent) and Europe (34 percent, up 13 percent). Product launches in Latin America dropped 61 percent, however. Mintel says the growth has been helped by celebrity endorsements and beverage company investments. Low/no/reduced fat coconut water is the most popular product claim, accounting for 47 percent of all coconut water claims in 2012.