As a beverage that promotes superior hydration and health benefits, Vita Coco Coconut Water faces significant competition from many participants in the beverage industry. In the health-conscious Swedish market, successful drinks must be beneficial for well-being. Furthermore, the active lifestyle typical of Swedish culture produces a strong demand for natural and hydrating drinks. In 2012, according to New Nutrition Business, “the current value of the European [coconut water] market is estimated to be worth $65 million” (Diggs, 2012). Therefore, as a new participant in the Swedish market, Vita Coco faces strong competition from the European brand Green Coco Europe GmbH. In addition to coconut water drinks, Vita Coco also has to compete with sports drink titan Gatorade for market share. Competitor Assessment As the best-selling brand of organic coconut water across the European market, Green Coco Europe GmbH is perhaps the biggest competitor and challenger to Vita Coco (Diggs, 2012). Founded as a small German startup, Green Coco Europe GmbH currently dominates the European market “[raking in] approximately $43 million in retail sales in 2011” (Diggs, 2012). Promoting the perceived health benefits of an organic product, the drink is retailed primarily in popular Swedish outlets such as local health stores and airports, as well as on Amazon and nu3.com (Diggs, 2012). According to the company website, the product is sold in 200 ml glass bottles, 330 plastic bottles, and in 500 ml and 1 liter cartons (“Coco Juice Plain” n.d.). Green Coco is quite expensive as a single 500ml bottle costs 35 SEK ($5.30 USD), while a 330ml bottle costs 32 SEK ($4.85 USD) on the nu3 website (nu3 nd). Green Coco is packaged… middle of paper… articles, Vita Coco should have ample opportunities to reach numerous consumers through different forms of advertising. In countries such as the United States, the company has relied on famous endorsers such as Rihanna (Driscoll, 2012). Embracing the same strategy should spark curiosity among Swedes unfamiliar with the brand. Vita Coco has a distinct advantage over Gatorade due to the liquid's appearance. Unlike coconut water, which is clear, Gatorade comes in many different colors and appears to be chemically produced. Health-conscious Swedish consumers are more likely to reject this appearance in favor of more natural-looking products. Therefore, it is essential to advertise the natural qualities of Vita Coco. Additionally, it is important to demonstrate that Vita Coco is just as hydrating as Gatorade with significantly less sugar and calories.