Industrialized or natural, coconut water grows in the market

Coconut water is one of the most characteristic beverages in the country and, whether the natural option on the beach or the industrialized version in the comfort of home, the Brazilian has increasingly included the drink in his drinking choices. Between November 2018 and November 2019, the product gained more than 2.5 points of penetration in the domestic market, meaning that more than 1.5 million households started buying coconut water, according to Kantar, a global leader in data, insights and consulting. For consumption outside the home, Brazilians disburse, on average, R$ 11.41 for a unit of the beverage, a value 64% higher than when it is purchased for consumption in home. On the streets, class AB is the one that most requests coconut water, especially in the street trade and in beach tents. The profile of this consumer is also formed by 57% of women, 48% over 50 years and 60% who consume alone. Smaller packages (200 ml) are quite popular with this audience, but options of more than 300 ml have also gained space. When coconut water ends up in the carts for consumption at home, the profile is different. The amount spent per unit is, on average, R$ 7.35 and the attacks are the highlight channel. The AB1 class leads the purchases, as well as small families with one or two people and who prioritize packages larger than 331 ml or 1 L. "In this case, the search for healthiness is the main factor for the choice of drink indoors, while outside the homes the taste is the motivation", says Giovanna Fischer, Marketing and Insights Director at Kantar. The already popular drink gains even more strength during the summer. In the interior of São Paulo, the volume of coconut water sold grew 35% in the summer of 2019 compared to the winter of the same year for consumption within the home. In Greater Rio de Janeiro, the number increased by 32% and, in Greater São Paulo, 27%. When considering consumption outside the home, consumers in Rio de Janeiro do not give up this type of refreshment on warmer days. Last summer, the volume consumed out of home expanded 44% in the state, 33% in the South and 32% in São Paulo compared to the coldest months of the year. In addition to flavor and healthiness, the growth of coconut water in the domestic market is also aligned with the prioritization of spending during the crisis. Increasingly, families carefully elect the massive consumer goods (FMCG) that end up in the pantry and drinks, either for practicality and indulgence, have gained space in this scenario.