Coconut water has been making waves in the wellness market, becoming a top choice for hydration and health enthusiasts. This functional beverage is packed with nutrients and is low in calories, making it a go-to drink for hydration and well-being.
But who exactly is drinking it, and what do they care about? We've dug deep into the coconut water market to bring you the latest consumer insights and social listening analytics.
Who are the Coconut Water Drinkers?
Our research into the functional beverage industry shows that coconut water drinkers are a diverse group of people with a variety of interests and motivations for buying the drink. They also tend to be higher income, more female and more likely to have children than the general US population. They are also more likely to identify as Hispanic or Latino.
What is a functional beverage?
A functional beverage is any sort of drink meant to convey a health benefit, encompassing categories such as energy drinks, enhanced water, and plant milk, among many others. Consumers of functional beverages purchase and use them regularly – often daily. Typically, they consider these drinks to be part of their holistic wellness routine, in addition to aiding with specific needs like relaxation or focus.
As coconut water's health benefits and wider availability have increased, its sales to a broader audience have grown. In the past few years, coconut water has branched out from health food stores to supermarkets, convenience stores, and drug stores. Reductions in price points have also served to expand the consumer base.
This matches larger trends across the wellness industry. In a recent interview, Mike Kirban, CEO of the coconut water brand Vita Co, revealed a similar sentiment. After a reassessment of its consumers, the company discovered they were “actually younger, urban and multicultural”.
From college students turning to the drink to nurse hangovers to health enthusiasts adding it to smoothies, there are opportunities yet to be uncovered for emerging brands in the space.
Health and Diet Trends
When it comes to coconut water consumers, health and nutrition are top priorities. They're looking for natural and functional beverages that fit their lifestyles, and many follow plant-based or vegan diets. The health benefits of coconut water, like hydration and electrolyte replenishment, are also a big draw for consumers.
Coconut water drinkers prefer diets that are low in sugar, high in protein, fiber, and low in sodium. Health labels they care about include "low sugar," "high protein," "high fiber," and "low sodium."
These consumers also seek products that hydrate, promote general well-being, relaxation, and immune-boosting properties. The health claims that matter to them are hydrating, energy-boosting, and immune-boosting.
Interestingly, coconut water drinkers experience higher stress levels than the general population. In order to deal with stress, they use CBD, cannabis, meditation, and other natural therapies while avoiding prescription medications.
Brands can leverage this information by highlighting the stress-relieving properties of coconut water. Product innovations that invoke stress-relief might also be interesting to this consumer.
The drink brand CocoPro is a great example of the opportunities surrounding the health claims that its consumers care about. The brand combines coconut water and protein to offer consumers an innovative solution to a hydration problem.
The brand’s marketing focuses on the health benefits of coconut water and protein, but also positions itself as a solution to the problem of stress. In fact, the company’s website mentions stress relief in its description of the product. This positioning is important because it helps CocoPro appeal to a wider range of consumers beyond just those interested in nutrition or fitness.
Social Media Buzz
From taste preferences to its use as a mixer in cocktails, consumers are actively engaging with the product on platforms like Twitter, Instagram, and Facebook. As for popular coconut water brands, you've probably heard of Vita Coco, Harmless Harvest, Zico, and Naked. These brands have gained significant market share due to their understanding of functional beverage trends, savvy marketing, and celebrity endorsements.
Evergi social listening data reveals that coconut water has a high sentiment score of 90.73, meaning that people talk positively about it online. It's talked about online as frequently as cigarettes and Greek yogurt. Top hashtags associated with coconut water include #smoothie, #smoothies, #greensmoothie, #smoothiereceipes, #detox, and #plantbased. Brands can use these hashtags to connect with coconut water drinkers on social media.
Looking Forward
Looking to the future, there are plenty of opportunities for innovation in the coconut water market. Brands can explore new flavors, sustainable packaging, and product extensions like coconut water-based snacks and energy bars.
By highlighting health benefits, creating products that target stress relief, and utilizing social media platforms, brands can establish themselves as leaders in the coconut water market. Customized blends are also on the rise, giving consumers the chance to tailor their coconut water experience to their individual preferences.
The coconut water craze shows no signs of slowing down. With Evergi insights, you'll be empowered to understand functional drink audiences and develop products that meet their needs and wants. Dive into the world of coconut water, and get ready to innovate!
Updated: 3/27/2023
