Coconut water is a non-alcoholic beverage derived from the inside of young, green coconuts. Coconut trees are cultivated in more than 80 countries worldwide. They prefer a mild and humid climate. Fresh coconut water may be found at local street vendors, who only put a straw into the opened coconut. For retail supplies, the clear liquid is usually packed in tetra packs, bottles or faux coconut shells.
The general taste of coconut water may be described as a mix of salty and sweet flavors. Due to its high potassium and mineral content, coconut water was originally touted as a natural sports drink that helps tired bodies of athletes rehydrate. In recent years, more and more consumers became interested in its supposed nutritious and health benefiting characteristics.
The leading brands on the U.S. retail market include privately-held Vita Coco, Coca-Cola-owned Zico and Pepsi’s O.N.E. Coconut Water. In the retail environment, companies label their products with the naturally hydrating properties. Additional selling propositions include ‘high-in-potassium’, ‘low-fat’,‘low-in-calories’ and ‘isotonic’.