English     |     Español     |     Français
Exporting to Canada - Experts in trade for developing countries - TFO Canada
HIDE
  
Sign In or Register
Username:     Password:
 
Remember me   Forgot password?
Not a member? Register here
Not a member? Register here    
Home > About TFO Canada > News

Trade News

Each day TFO Canada publishes a sample of trade news on the Canadian import market along with any new, updated or changed regulations and legislations regarding international trade; countries in which TFO Canada offers services and on the export sectors which it promotes.

 

Canada: Coconut, maple and other plant waters make waves in quest for new ways to hydrate

Wednesday, August 13, 2014 > 09:05:33
Print


(Associated Press)

by Michelle Locke

Coconut water, maple water, even birch and cactus waters… A quick inventory of beverages in the produce section makes it clear — plant waters are rising.

Soda and non-fresh juice sales are flat or slipping slightly, but plant-based products like coconut water — along with other alternative beverages such as kombucha and tea-based drinks — are growing, particularly those sold alongside your fruits and veggies, according to data compiled by market research firm Nielsen.

“The one area of the store where we are just seeing phenomenal growth is the produce department,” says Sherry Frey, health and wellness expert for Nielsen.

Introduced several years ago, coconut water has been big for a while. Maple water is a newer entry and is essentially maple sap, the stuff that normally is boiled down to syrup. Brands include Vertical Water and SEVA. And that’s not the only tree water on the market. There’s also birch water and, on the plant side, cactus, barley and artichoke waters.

Sales of all waters, including the new products, “fitness” and enhanced waters, as well as regular sparkling and still, grew 4 per cent by value and nearly 7 per cent by volume since July 2013.

Coconut water is not yet being tracked specifically, but totals for beverages in the produce department, which is where much coconut water is sold, showed double-digit growth. The value jump for all produce section beverages — which includes smoothies, fresh juices and teas as well as water — was nearly 13 per cent.

Why the sudden thirst? Nutrition expert and registered dietitian Tina Ruggiero sees it as a trend driven by the beverage industry’s desire to find the next big thing, as well as consumers’ interest in finding natural alternatives to soda. “This natural beverage market just presents a tremendous opportunity,” she says. “There is a fight to create the next bestselling natural water.”

All of the brands promise unique nutrition benefits, but Ruggiero advises clients to read labels carefully, beware of the hype and watch for calorie content. Chocolate “healthy” waters may not be any better for you than some other sweetened drink.

Plant waters are fine for recreational athletes, i.e. people who exercise less than 90 minutes a day, says Ruggiero. On the other hand, you’re also fine with good old tap water — which is much, much cheaper — and maybe a banana and/or some salted pretzels.

Does all this choice in natural beverages make Americans No. 1 in hydration?

Ruggiero laughs. “I don’t know if we’re the best hydrated,” she says, “but we sure as heck spend a lot of money on bottled water and beverages in general.”


Contact TFO Canada
Meet Our Supporters
TFO Canada
130 Slater Street
Suite 1025
Ottawa, Ontario
CANADA   K1P 6E2
T 1.613.233.3925
F 1.613.233.7860
Canada Toll-Free:
1.800.267.9674
 
© TFO Canada   |   Sitemap   |   Terms & Conditions   |   Privacy Policy   |   Contact Us