Zenith Insight report
alternative waters 2017 An in-depth analysis of the global and regional alternative waters market with focus on the coconut, maple, and birch water segments
January 2017
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contents section
page
1. methodology and definitions
4
2. executive summary
7
3. global overview
11
4. coconut water
20
5. maple water
41
6. birch water
59
7. other alternative waters
78
8. packaging
91
9. market outlook
94
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1. methodology and definitions
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1. methodology and definitions alternative waters Methodology In undertaking its research, Zenith depends upon the goodwill and co-operation of firms in the marketplace to provide accurate figures on their activities and thus the overall market size. However, as the alternative waters category is still in the early phase of its product life cycle - especially for plant waters such as birch and maple which have limited presence in many countries - Zenith has generated best estimates from a combination of all industry sources. All figures presented should realistically be regarded as Zenith estimates, yet, with the extent of crosschecking involved in the report and the industry’s assistance, Zenith believes a high level of accuracy has been achieved.
Report content This report provides an overview of the total alternative waters category, with an in-depth focus on the coconut water, maple water, and birch water markets. Other emerging alternative waters such as cactus and bamboo are also observed.
The report includes the global market volume and value sales (2015-20) for alternative waters, together with volume and value sales by plant type. A section for each main plant type (coconut, maple and birch water) has been incorporated, including volume and value sales as well as volume and value share by key geographic regions for 2015. A timeline of brand launches for maple, birch, cactus and bamboo waters is also contained in the report, in addition to brand profiles for each plant water category featuring detail product information, launch dates, variants, and pack sizes. Additionally, there is a section on packaging types and the market outlook for alternative waters, offering key information on the opportunities and trends for alternative waters at both a global and regional level.
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1. methodology and definitions definitions and exclusions Definition: alternative waters Alternative waters refers to the broad category of plant waters, many of which are extracted directly from the plant. Alternative waters are distinct from plain water which is derived from mineral or spring water, or is mains fed. The alternative waters market encompasses a number of different plant water types including coconut, maple, birch, cactus, bamboo, artichoke, barley, olive, ginger, rose, and banana along with other fruit and vegetables. Exclusions •
Plant juices such as watermelon ‘water’ which is cold-pressed and is classified as a juice and aloe vera beverages which contain 5% or more juice content (aloe vera water is included in the alternative waters category, although it is virtually non-existent in the market).
•
Cross-category products such as protein coconut water and coconut water based ready-to-drink coffee. Such cross-category beverages are not marketed as alternative waters and consequently have not been included in Zenith’s quantification of the market.
Coverage Zenith’s market figures are based on the packaged alternative water market and do not include quantification of alternative water that is consumed fresh as in certain traditional markets. Coconut water consumed fresh as in countries such as India, Indonesia, Philippines and Sri Lanka and birch water tapped straight from the tree for domestic consumption in Scandinavia, East Europe, Russia and in some parts of Northern China, is not included in the market size.
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2. executive summary
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2. executive summary key findings •
Commentary.
•
Commentary.
•
Commentary.
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3. global overview
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3. global overview alternative waters market overview Market volume for alternative waters •
global alternative water sales, 2015 - 20f
Commentary.
bln litres Global trends •
1.2
Commentary.
1.0 0.8
0.6 0.4 0.2 0.0 2015
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2016e 2017f
2018f
2019f
2020f
3. global overview alternative waters market overview Volume sales by plant type •
Commentary.
global volume sales by plant type 2015
33.3% 33.3%
33.3%
coconut
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maple
others
3. global overview alternative waters market overview Global value sales •
global alternative water sales, 2015 - 20f
Commentary.
US$bln
1.2 1.0 0.8 0.6 0.4 0.2 0.0 2015 2016e 2017f 2018f 2019f 2020f
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3. global overview alternative waters market overview Value sales by plant type •
global value sales by plant type 2015
Commentary.
33.3% 5, 33.3%
33.3%
coconut
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maple
others
3. global overview timeline of brand launches for maple, birch, cactus and bamboo waters
Birzi birch water
2002
2009
2010
2011
2012
2013
Oviva maple water
14
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3. global overview timeline of brand launches for maple, birch, cactus and bamboo waters
2014
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2015
2016
3. global overview price comparison for coconut, maple and birch water brands •
Commentary.
vpl (US$)
16.00 14.00 12.00 10.00 Brand 8.40
8.00 6.00 Brand 4.00
4.00 2.00 0.00 coconut water Š Zenith Global Ltd 2016
maple water
birch water
4. coconut water
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4. coconut water introduction •
Commentary.
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4. coconut water market overview Global volume sales •
global coconut water volume sales, 2015 - 20f
Commentary.
bln litres 1.2 1.0 0.8 0.6 0.4 0.2 0.0 2015
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2016e 2017f
2018f
2019f
2020f
4. coconut water market overview Regional volume sales •
Commentary.
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coconut water volume sales by geographic region, 2015
25%
25%
25%
25%
N America
S America
Europe
AP, Africa & ME
4. coconut water market overview Global value sales •
global coconut water value sales, 2015 - 20f
Commentary.
US$ bln 1.2 1.0 0.8 0.6 0.4 0.2 0.0 2015
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2016e 2017f
2018f
2019f
2020f
4. coconut water market overview Regional value sales •
Commentary.
coconut water value sales by geographic region, 2015
25% 25%
25%
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25%
N America
S America
Europe
AP, Africa & ME
4. coconut water product innovation •
Commentary.
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4. coconut water brand profiles
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4. coconut water brand profiles
Kero Coco PepsiCo, Brazil
www.pepsico.com.br/kero-coco
Product information: PepsiCo entered the coconut water market in 2009 with the acquisition of Amacoco, Brazil’s largest coconut water company. Kero Coco was originally launched in Brazil in 1995 and was the first packaged coconut water in the country. Already a major coconut water brand in Brazil, in 2015 Kera Coco launched in Singapore, the Philippines and Brunei. Kero Coco is marketed as being rich in vitamins and minerals, with no fats or cholesterol. The company operates the PepsiCo Agro Coco Programme which helps coconut producers by giving them an annual contract that establishes a fixed price and volume of coconuts to be purchased during the year. It also re-uses the waste generated in coconut water production; For example, 100% of the coconut husks from the Kero Coco factories located in São Mateus and Petrolina are used as mulch in agriculture. Additionally, the treatment plant in Petrolina reportedly employs technology that enables savings of 95% of the water used in the packaging process that could save potentially up to 3 million litres of water annually. Launch date: 1995 (original brand launch) Ingredients: 100% coconut water Channels: Available in restaurants such as McDonalds and Pizza Hut as well as in supermarkets and online Pack size & type: Cartons: 1l, 330ml, 200ml, Price: BRL8.25 for 1l carton, BRL4.20 for 330ml carton, BRL2.80 for 200ml carton
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5. maple water
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5. maple water brand profiles
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6. birch water
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6. birch water brand profiles
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7. other alternative waters
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7. other alternative waters overview •
Commentary.
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7. other alternative waters brand profiles
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8. packaging
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8. packaging alternative water packaging types Global market •
Commentary.
Coconut water •
Commentary.
Birch water •
Commentary.
Maple water •
Commentary.
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9. market outlook
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9. market outlook opportunities and trends for alternative waters •
Commentary.
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9. market outlook geographical outlook •
Commentary.
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