The Philippines is expected to be among the top growth markets for Swedish company Tetra Pak in 2012 as demand for coconut water surges in the United States and other developed markets.
Anders Wester, managing director of Tetra Pak for Malaysia, Singapore and the Philippines, said at a briefing that Malaysia and the Philippines combined produced 16.5 percent more packages in 2011 from 2010.
This topped growth in bigger markets such as India (16 percent), Central Asia (15.6 percent) and South Korea (16.2 percent).
Wester said that he expects high double-digit growth to continue in the Philippines, along with Malaysia, as more and more clients who want to offer coconut water commercially are talking to Tetra Pak for packaging.
Wester said endorsements from American celebrities such as Madonna (a shareholder of coconut-water producer Vita Coco) promote mainstream acceptance for coconut water abroad, where the drink is more well known among fitness buffs.
The Philippines has tremendous opportunity because it is the second-largest source of coconut water and it is said to have the best-tasting, highest-quality coconut water, Wester said.
John Jose, director for marketing and product management for Tetra Pak Malaysia, Singapore and the Philippines, said the company will be introducing newly developed product packaging starting this year to help meet fresh demands from the market.
Jose noted that Tetra Pak has cornered the market for packaging for sensitive products such as milk and coconut water, which can turn bad quickly without proper care.
Tetra Pak said it pioneered the carton packaging (made of wood fiber) and processing for coconut water.
Tetra Pak’s innovation has been applied to give coconut-water products a shelf life of 12 months without harsh processing and without having to add any preservatives, Wester said.
“This makes it suitable for export in markets like the United States, where it is rapidly growing in popularity due to its various health benefits. Tetra Pak Philippines is at the forefront of this innovation, working with leading brands of coconut water such as Vita Coco and O.N.E.,” Wester said.