Coconut water manufacturer increases market share

"We want to make noise," says Robert Lande, Director of operations of the Group Aurantiaca, which manufactures the product in Bahia. Last year here, the production jumped about 3,000,000 litres to 9,500,000 liters. For 2017, the forecast is again more than triple the filling, to 32,000,000 liters. Room to grow is not missing: its only factory has capacity to process 108,000,000 liters. The company does not open your billing.
But in order to become better known, especially in the Southeast, the mark bet heavily in an advertising campaign on TV, starring Grazi Massafera and Carlinhos Brown, which premiered at the beginning of the year. Marketing spending amounted to 22,000,000 R$ R$ 12,000,000 – geared only to São Paulo.
The investment seems to have the desired effect. From February until may, the market share of 1.6% for evolved Thanks 3.9% in all Brazil, according to Nielsen data provided by Aurantiaca.
Coconut water consumption has grown a lot in the country. The sales volume of 100% fruit drinks, mostly composed by category, has increased 12% from 2014 to 2015. In the last five years, the jump was 77.1%, according to figures from Euromonitor.
The leader in the segment, Pepsico (owner of the brand Kero Coco), was 65.7% of the market in 2010, but its share dropped to 56.7% in the past with the emergence of new competitors.
According to Lane, the thanks already is the fifth best-selling label. By Euromonitor data, favorite brands are Kero Coco, Ducoco, Sococo and (recently acquired by Ambev), in that order.