After launching in the UAE over a year ago, Vita Coco Coconut Water has launched in Qatar partnering up with Doha Drug Store, part of the Ali Bin Ali Group, one of the largest retail and distribution companies in Qatar. Vita Coco’s expansion in Qatar comes as part of their global plan to expand in the GCC.
Giles Brook, CEO of Vita Coco, Europe, Middle East and Africa (EMEA), “We are delighted to partner up with one of the largest distribution companies in the country. Consumers in the Qatari market are looking for healthy, natural alternatives to traditional soft drinks and juices. We expect Qatar to be a strong market for the Vita Coco Coconut Water brand as promoting a healthy lifestyle is top of the agenda for the State of Qatar. Initial performance has been very encouraging and in line with the growth with our leading markets like the UK and the UAE.
Globally, coconut water is the fastest growing sector in all non-alcoholic beverages with it being worth $1.9 billion in measured channels for FY2015 (source: Technavio, 2015). Technavio sees the category size at $4.19 billion by 2019. Vita Coco, with sales of $420 million according to Euromonitor, is helping to lead this category, currently cracking over 2 million coconuts daily to give consumers the refreshment that they are looking for.
“We pride ourselves on our targeted approach when it comes to new markets, penetrating deep in concentrated areas and ingraining ourselves in the market, rather than having a wide, and potentially scattered approach. More importantly, having been the brand that has pioneered the packaged coconut water category globally and being the best-selling coconut water globally, Vita Coco’s role is to develop not just the brand but the overall category to its full potential. This is very much reflected by the level of investment Vita Coco Coconut Water puts into new market launches especially around driving educational awareness of the benefits of coconut water to consumers.” Brook adds.
Vita Coco Coconut Water is perfect for consumers who are looking for an alternative form of hydration than water but don’t necessarily want the calories and sugars found in juices and smoothies. Further, many Vita Coco Coconut Water consumers participate in a healthy, active lifestyle and, where they previously used artificial and synthetic sports and energy drinks, are now switching to coconut water because it is naturally isotonic.
Brook explains, “We have been cracking nuts and packing coconut water for over 12 years. Unlike the majority of coconut water brands who simply outsource their production, we have been working very closely with our farmers and packing facilities in their respective communities to ensure we have full visibility and control of our supply chain, we have also built up significant technical and quality expertise over this period which allows us to continually monitor and track our products to make sure the information we provide to consumers such as nutritionals and ingredients are as accurate as possible.”
The Vita Coco Coconut Water brand today is sold in over 30 countries with growing brand loyalty globally. Originally founded in the United States of America in 2004, Vita Coco Coconut Water quickly became the fastest growing beverage in the country and is today the leading coconut water brand in the country with over 40% market share in measured channels. Vita Coco Coconut Water has expanded to over a dozen countries worldwide, including the UK, China, France, Germany, Spain, UAE and Kuwait. After launching in the UK, its first overseas market, Vita Coco Coconut Water experienced strong international growth and is currently sold in over 125,000 retailers globally.
Vita Coco Coconut Water can be found in leading retailers such as Carrefour, Lulu, Spinneys, Al Meera, Monoprix and many office sites, sports outlets and other leading independents.
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