Coca-Cola market debut of coconut water

Coca-Cola Brazil debuted in a new market in the country: branded Del Valle, will fight in the coconut water. The company's goal is to achieve sales of up to 10 million liters in one year, which represents almost 6% of the total volume of the sector in the Country, according to data from Euromonitor consulting. "The company is always looking at changes in habits and consumer behaviour," says Peter Abondanza, marketing manager of Coca-Cola Brazil to Del Valle. With the release that hits the shelves of retailers this week, Coca-Cola intends to attack a market that grew almost 42% over the last five years, according to Euromonitor. Pepsico's rival, however, is one of the largest in the branded segment Kero Coco, alongside Sococo and Ducoco. In the same period, the soft drink market shrank 20%, but is much larger, with a volume of 13 billion litres. Until 2022, Euromonitor predicts 1.2% expansion in the market of soft drinks and of 37% in coconut water. The initiative of Coca-Cola in Brazil follows a trend that the company had already tested in other markets. In 2017, the beverage giant acquired the American brand Zico. The movement follows the efforts of health drinks to suit consumer demand for healthier items. Kantar Worldpanel: consumer data collected by the point that, even in the height of the economic crisis, as in 2015, the coconut water has not lost interest in Brazilian homes. There are about 17% of households that have incorporated the product to your shopping routine.