Coconut Water
The popularity of coconut water has exploded in recent years. Marketed as a thirst-quenching “life-enhancer” that’s rich in electrolytes, and endorsed by high profile celebrities like Rihanna and Madonna, consumers are forking over $2 to $4 for 11 ounces of the stuff (equivalent to about 10 sips). The leader of the pack is Vita Coco, whose sales doubled from $20 million in 2009 to $40 million in 2010. The company expects 2011 sales to exceed $100 million. Despite its higher price tag relative to soda or water, it appears that Americans' thirst for coconut water won’t be quenched anytime soon.
