The launch of innocent’s coconut water range in April has helped drive growth of the UK coconut water category as innocent drives incremental sales and takes market share.
With consumers increasingly looking for delicious tasting, refreshing drinks with added health benefits, the UK coconut water market has seen significant growth, with Nielsen data reporting a sales increase of 72% YoY (Nielsen 4we June 15).
innocent’s launch in to the coconut water market has helped drive this growth, with 69% of innocent’s sales being incremental to the coconut water category, and 49% innocent coconut water sales incremental to the overall chilled juice category.
innocent now has 22% market share of the UK coconut water market after only 12 weeks, with both the 1 litre Take Home and 500ml On-the-Go packs performing strongly.
Nick Canney, UK & Ireland MD says, “We knew we had a really special product when we launched our 100% coconut water back in April – the market is going from strength to strength, and there is a natural fit between health conscious coconut water drinkers and the innocent brand. As the temperature heats up this summer, we’re looking forward to more consumers discovering our range as they look for a deliciously fresh and refreshing drinks option, particularly with our On-the-Go format.”
innocent is also launching a nationwide marketing campaign in the UK this month, incorporating ATL, experiential, PR, sampling and digital activities.