The potential of coconut water in sports recovery drinks

Products that are as natural as possible have the biggest consumer appeal in every category and in every country.

Nowhere is the opportunity for an all natural product bigger than in the market for sports recovery drinks.

The discovery that coconut water contains in its natural form more electrolytes and nutrients than formulated sports drinks has sparked a frenzy of industry interest and the creation of a new, natural segment of the sports nutrition market, according to a report by Research and Markets.

The report says coconut water opens the door to new opportunities in the $19 billion (12 billion) global market for sports recovery drinks.

It is a market dominated by a handful of brands, all based on complex formulations of ingredients, and characterized by consistent growth.

Coconut waters appeal extends from elite athletes to everyday gym-goers and it has huge untapped potential among the many mainstream consumers who cannot relate to the youth and added ingredient positioning of most of the existing brands.