How one brand is retaining its challenger status

Coconut water might be growing in popularity but it is still a relatively niche product. According to IRI, household penetration has nearly doubled over the past two years, but still only stands at 7.5%. Compare that to other soft drinks, such as juice, where penetration is above 50% and its clear coconut water is still just a small player in the market.
However, it is in strong growth. Coconut water saw sales rise by 8% in 2016, making it the second biggest contributor to growth in the chilled