Choice investigation of coconut water triggers marketing concerns
- August 23, 2012
CHOICE, the Australian consumer advocacy body, has this week queried the genuineness of claims made about the healthiness of coconut water.
In a report issued this week, Choice investigated whether coconut water drinks are as healthy as they claim, or whether these products had engaged in marketing spin.
Australian Food News notes that some of Choice’s previous reports in relation to other product categories have led to subsequent investigative actions by the Australian Competition and Consumer Commission, requiring stronger substantiation of product claims or impending prosecutions.
Coconut water products have become a very popular retail product in recent times. Choice reports that “Estimated annual sales of the beverage are set to top $350m in the US this year (predicted to double next year), and it’s forecast to become one of Australia’s fastest-selling new products with more than 15 new brands already on the market.”
Choice tested bottled brands of 100% coconut water and compared their nutritional qualities with other fruits and vegetables, such as bananas, in relation to several claims being made about coconut water being rich in potassium, for which bananas are known as a good source.
In its report, Choice also studied the comparison between compared coconut waters and sports drinks in relation to the claim of being a source of rapid rehydration.
Australian Food News notes that some of Choice’s previous reports in relation to other product categories have led to subsequent investigative actions by the Australian Competition and Consumer Commission, requiring substantiation of product claims.