Coconut water has become the latest health craze in the US over the last few years, spurred by celebrity endorsement from Madonna and Gwyneth Paltrow. The latter did a three-week cleanse in which she survived on coconut water, pumpkin seeds, miso soup and fruit smoothies, among other food. In 2010, Madonna invested US$1.5 m in Vita Coco, which as you can see from this graph below, is the market leader in the US for coconut water.
I regard this with some amusement. I grew up drinking coconut water (and eat coconut flesh) straight from the husk. If you live in South-east Asia, coconuts are plentiful and cheap. You can go to any hawker centre and buy a fresh coconut for S$2. You can choose between young and small coconuts to the larger, less sweet varieties. Heck, I’ve even went camping in Pulau Hantu, which is a small island off Singapore, and my friends climbed a coconut tree to pluck the fruit fresh off the branch.