More information at: http://www.drinksector.com/toc.asp?

idReport=53 The market for coconut water beverages grew 100% in 2011 taking the combined ret ail sales value of the US and European markets to over $265 million ( 196 million) . The achievement is all the more amazing because its a premium-priced category. The market is expected to grow another 50% in 2012. This report sets out which b rands are successful and why and defines the key drivers for the coconut water p henomenon. About this report Coconut water has a massive advantage as an ingredient - it connects to consumer s desire for "naturality" - the biggest trend in the food and beverage business , worldwide. Coconut water meets consumers expectations for products that are "free-from" ar tificial colours, preservatives or additives and free-from any allergens. Coconut water is also "naturally functional": it naturally has 15 times the amou nt of potassium found in the equivalent volume of most sports drinks. As well as being isotonic and naturally sweet, coconut water is low in calories - with onl y 19-24 calories per 100ml, compared to 43 calories per 100ml for orange juice. Rule number one in the current market is at the root of coconut s success: the m essage that a food or food ingredient has a natural and intrinsic health benefit is one of the most persuasive that people can hear. This unique report provides our trademark detailed, independent and opinionated analysis, using supermarket sales data and interviews with executives at all of the companies concerned, as well as independent beverage industry experts. The report covers: packaging ingredients and nutrition profiles supply strategies marketing communications strategy pricing strategies target consumers flavours For any company, large or small, aiming to create a successful product with coco nut water, this report provides practical insights and examples. CONTENTS Executive summary 1. What is coconut water? 1.1 1.2 1.3 1.4 1.5 1.6 1.7 Coconut water satisfies the rules for marketing natural health What is coconut water? Natural health benefits A benefit people can feel Coconut water taps into demand for a natural sports drink A premium-priced business 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 3.2 3.3 3.4 3.5 A new point of difference in the US sports drink market Market shares of leading brands Supply chain challenge Appearance of more startups 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) List of Charts Chart Chart Chart Chart Chart 1: 2: 3: 4: 5: European coconut water beverage launches in Europe 2007-2011 Coconut water price comparisons in Europe US market shares of leading coconut water brands Spins view on coconut water channels and growth rates Coconut water price comparisons in US

List of Tables Table 1: Trop Coco nutritional facts and ingredients Table 2: Nutritional properties of coconut water Table 3: Green Coco juice ingredients and nutrition facts Table 4: Ingredients & nutrition facts of traditional & all-natural sports drink s compared Table 5: amy & brians nutrition facts Table 6: Zico chocolate nutrition facts and ingredients Table 7: Zico lists coconut waters benefits Boxes Box Box Box Box Box 1: 2: 3: 4: 5: Intrinsic benefits a way round health claim retrictions Coconut water a powerhouse of nutrition Green Coco brings exotic flavours to Europe Phenoms positioning for pregnant women, mothers, hangovers and sports Sampling tp amp up sales

Companies included in the report All Market Amy & Brians

AriZona Bolthouse Farma Carrefour Coca-Cola Dr Antonio Martins El Corte Ingles Elopak Gatorade GNC Green Coco Hansen Natural Harvest Bay Jamba Juice Kero Coco McDonalds Naked Juice O.N.E. World Enterprises PepsiCo Phenom Powerade Rewe TetraPak Tetra Prisma Trop Coco Vita Coco Whole Foods Zico Continents/Countries in this report Europe Germany Austria Switzerland North America USA Mexico South America Brazil More information at: http://www.drinksector.com/toc.asp?idReport=53