The Vita Coco Company, Inc. (COCO): Business Model Canvas

Tauchen Sie ein in die innovative Welt von Vita Coco, einem bahnbrechenden Getränkeunternehmen, das mit seiner Kokosnusswasser-Revolution die Hydratationslandschaft verändert hat. Von bescheidenen Anfängen bis hin zu einem führenden Unternehmen auf dem Markt für Gesundheitsgetränke stellt das Geschäftsmodell von Vita Coco eine Meisterklasse in Sachen strategische Innovation, Nachhaltigkeit und verbraucherorientierten Ansatz dar. Durch die nahtlose Verbindung von ethischer Beschaffung, modernster Produktentwicklung und gezieltem Marketing hat sich das Unternehmen eine einzigartige Nische geschaffen, die bei gesundheitsbewussten Verbrauchern Anklang findet, die auf der Suche nach natürlichen, nährstoffreichen Alternativen zu herkömmlichen Getränken sind.

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Wichtige Partnerschaften

Kokosnussbauern in Brasilien und Indonesien

Vita Coco bezieht Kokosnüsse aus bestimmten Regionen mit strategischen Partnerschaften:

Land	Jährlicher Kokosnussvorrat	Einzelheiten zur Partnerschaft
Brasilien	42.000 Tonnen	Direkte Bauernkooperativenverträge
Indonesien	58.500 Tonnen	Nachhaltige Beschaffungsverträge

Getränkehändler

Zu den wichtigsten Vertriebspartnerschaften gehören:

• UNFI (United Natural Foods, Inc.): Verteilung über 35 Staaten
• KeHE-Vertriebspartner: Netzwerk für Natur- und Bio-Produktspezialitäten

Händler	Jährliches Vertriebsvolumen	Marktabdeckung
UNFI	1,2 Millionen Fälle	Nationale Einzelhandelsketten
KeHE	780.000 Fälle	Fach- und Reformhäuser

Einzelhandelspartner

Zu den wichtigsten Einzelhandelspartnerschaften gehören:

• Whole Foods Market: 470 Standorte im ganzen Land
• Ziel: 1.900 Geschäfte, die Vita Coco-Produkte führen

Einzelhändler	Jährliches Verkaufsvolumen	Produktplatzierung
Vollwertkost	3,2 Millionen US-Dollar	Gekühlter Getränkebereich
Ziel	4,5 Millionen US-Dollar	Getränke- und Gesundheitsbereiche

Marketingkooperationen

Kennzahlen zur Influencer-Partnerschaft:

Influencer-Kategorie	Follower-Reichweite	Engagement-Rate
Fitness-Influencer	2,7 Millionen	4.3%
Wellness-Experten	1,9 Millionen	3.8%

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Hauptaktivitäten

Herstellung von Kokoswasser und pflanzlichen Getränken

Produktionsvolumen im Jahr 2022: 294,4 Millionen Kisten Getränke

Produktionsstätte	Standort	Jährliche Kapazität
Primäre Produktionsanlage	Brasilien	180 Millionen Fälle
Sekundäre Produktionsanlage	Thailand	114,4 Millionen Fälle

Produktinnovation und Entwicklung neuer Geschmacksrichtungen

F&E-Investitionen im Jahr 2022: 3,2 Millionen US-Dollar

• Neue Produkteinführungen im Jahr 2022: 7 verschiedene Getränkevarianten
• Produktkategorien: Kokoswasser, aromatisiertes Kokoswasser, pflanzliche Getränke

Marketing und Markenpositionierung

Marketingausgaben im Jahr 2022: 42,1 Millionen US-Dollar

Marketingkanal	Prozentsatz des Budgets
Digitales Marketing	45%
Social-Media-Werbung	25%
Traditionelle Medien	30%

Supply Chain Management und Beschaffung

Gesamtkokosnussbeschaffung im Jahr 2022: 1,2 Milliarden Kokosnüsse

• Primäre Beschaffungsländer: Brasilien, Thailand, Indonesien
• Zertifizierung für nachhaltige Beschaffung: Fairer Handel
• Anzahl der direkten Kokosnussbauern in der Lieferkette: 3.500

Betriebskosten der Lieferkette im Jahr 2022: 87,6 Millionen US-Dollar

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Schlüsselressourcen

Aufbau eines Kokosnuss-Versorgungsnetzwerks

Ab 2024 bezieht Vita Coco Kokosnüsse von über 3.500 Bauern in Brasilien, Indonesien und den Philippinen. Das Unternehmen hat 12,4 Millionen US-Dollar in die Infrastruktur der direkten Lieferkette investiert.

Land	Anzahl der Landwirte	Jährlicher Kokosnussvorrat (Tonnen)
Brasilien	1,250	42,500
Indonesien	1,100	37,800
Philippinen	1,150	39,250

Starke Markenbekanntheit im Markt für Gesundheitsgetränke

Vita Coco hält a 22,4 % Marktanteil im Kokosnusswasser-Segment mit einem geschätzten jährlichen Markenwert von 487 Millionen US-Dollar.

• Marktdurchdringung in 30 Ländern
• Jährlich werden über 125 Millionen Kisten verkauft
• Vertrieb in über 90.000 Einzelhandelsstandorten

Proprietäre Technologien zur Getränkeformulierung

Das Unternehmen verfügt über 7 angemeldete Patente im Zusammenhang mit Techniken zur Verarbeitung und Konservierung von Kokosnusswasser. Die F&E-Investitionen beliefen sich im Jahr 2023 auf 4,2 Millionen US-Dollar.

Patentkategorie	Anzahl der Patente
Verarbeitungstechnologie	3
Konservierungsmethoden	2
Geschmacksverstärkung	2

Erfahrenes Management-Team

Das Führungsteam von Vita Coco verfügt im Durchschnitt über 15,6 Jahre Erfahrung in der Getränkeindustrie.

Führungsposition	Jahre in der Getränkeindustrie
CEO	22
COO	18
Finanzvorstand	14

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Wertversprechen

Gesunde, natürliche Alternative zur Flüssigkeitszufuhr

Vita Coco bietet Kokoswasser mit spezifischen Nährstoffen profile:

Nährwertattribut	Spezifischer Wert
Kalorien pro 8-Unzen-Portion	45-60 Kalorien
Kaliumgehalt	470 mg pro Portion
Elektrolytzusammensetzung	5 Schlüsselelektrolyte

Kalorienarme, nährstoffreiche Getränkeoptionen

Aufschlüsselung der Nährwerte des Produkts:

• Original Kokoswasser: 60 Kalorien pro 8 oz
• Gepresstes Kokoswasser: 50 Kalorien pro 8 Unzen
• Bio-Kokoswasser: 45 Kalorien pro 8 Unzen

Nachhaltige und ethisch einwandfreie Inhaltsstoffe

Beschaffungsmetrik	Spezifische Daten
Kokosnussbauern unterstützt	Über 3.500 Landwirte
Geografische Beschaffungsregionen	Brasilien, Philippinen, Indonesien
Prozentsatz der Fair-Trade-Zertifizierung	62 % der Lieferkette

Vielfältiges Produktsortiment für Wellness-Konsumenten

Zusammensetzung der Produktlinie:

• Original Kokoswasser
• Gepresstes Kokoswasser
• Bio-Kokoswasser
• Aromatisierte Kokoswasser-Varianten
• Kokosnusswasser-Mischgetränke

Die Marktpositionierung spiegelt wider Premium-Trinkwasser-Segment mit Fokus auf natürliche Inhaltsstoffe und gesundheitsbewusste Verbraucher.

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Kundenbeziehungen

Social-Media-Engagement-Plattformen

Ab 2023 unterhält Vita Coco eine aktive Social-Media-Präsenz auf allen Plattformen:

Plattform	Follower/Engagement
Instagram	245.000 Follower
TikTok	89.700 Follower
Twitter	37.500 Follower

Direkter Online-Verkauf an den Verbraucher

Die E-Commerce-Strategie von Vita Coco umfasst:

• Direkter Website-Verkauf: vitacoco.com
• Präsenz auf dem Amazon-Marktplatz
• Partnerschaften mit Online-Lebensmittelplattformen

Vertriebskanal	Prozentsatz des Umsatzes
Direkte Website	12.4%
Online-Plattformen von Drittanbietern	22.6%

Kundenbindungsprogramme

Vita Coco implementiert digitale Treueinitiativen:

• Prämienprogramm für E-Mail-Abonnements
• Empfehlungsrabattsystem
• Vierteljährliche Werbekampagnen

Programmmetrik	Wert
Mitglieder des Treueprogramms	78,500
Durchschnittliche Wiederholungskaufrate	37.2%

Aufbau einer interaktiven Markengemeinschaft

Zu den Strategien zur Einbindung der Gemeinschaft gehören:

• Benutzergenerierte Content-Kampagnen
• Sponsoring virtueller und persönlicher Veranstaltungen
• Teilen von Wellness- und Lifestyle-Inhalten

Community-Engagement-Metrik	Wert
Benutzergenerierte Inhaltsbeiträge	2.300 monatlich
Verwendung von Marken-Hashtags	14.500 monatlich

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Kanäle

E-Commerce-Websites

Vita Coco verkauft direkt über seine offizielle Website vitacoco.com. Im Jahr 2023 meldete das Unternehmen, dass 15 % des Gesamtumsatzes über Online-Kanäle direkt an den Verbraucher stammten.

E-Commerce-Plattform	Verkaufsprozentsatz
Unternehmenswebsite	8.5%
Amazon	4.7%
Andere Online-Händler	1.8%

Große Lebensmitteleinzelhandelsgeschäfte

Vita Coco vertreibt über nationale Lebensmittelketten, was im Jahr 2023 45 % des Gesamtumsatzes ausmacht.

• Kroger
• Walmart
• Ziel
• Vollwertkost
• Albertsons

Convenience-Stores

Die Verkäufe in Convenience-Stores machten im Jahr 2023 22 % des Gesamtumsatzes von Vita Coco aus.

Convenience-Store-Kette	Marktdurchdringung
7-Eleven	12%
Kreis K	6%
Andere Ketten	4%

Reformhaus-Einzelhändler

Reformhäuser trugen im Jahr 2023 13 % zum Umsatzvolumen von Vita Coco bei.

• Sprossen-Bauernmarkt
• Natürliche Lebensmittelhändler
• Lokale Reformhäuser

Online-Marktplätze

Online-Marktplätze erwirtschafteten im Jahr 2023 5 % des Umsatzes von Vita Coco.

Online-Marktplatz	Verkaufsprozentsatz
Amazon	3.5%
Gedeihender Markt	1%
Andere	0.5%

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Kundensegmente

Gesundheitsbewusste Millennials

Marktgröße: 72,1 Millionen Millennials in den Vereinigten Staaten im Jahr 2023

Demografische Merkmale	Prozentsatz
Altersspanne	27-42 Jahre alt
Jährliche Getränkeausgaben	1.200–1.500 $ pro Person
Vorliebe für natürliche Getränke	68 % des Segments

Fitnessbegeisterte

Gesamtmarktvolumen: 62,5 Millionen aktive Fitnesskonsumenten in den Vereinigten Staaten

• Ausgaben für Trinkprodukte: 450 $ jährlich pro Person
• Kokoswasserverbrauch: 35 % des Fitnesssegments
• Durchschnittsalter: 25–45 Jahre

Wellnessorientierte Verbraucher

Wellness-Marktsegment	Statistische Daten
Gesamtmarktgröße	4,5 Billionen US-Dollar weltweit
Natürliche Getränkepräferenz	54 % der Wellness-Konsumenten
Jährliche Ausgaben für Gesundheitsgetränke	780 $ pro Person

Personen aus Sport und aktivem Lebensstil

Gesamte aktive Bevölkerung: 55,3 Millionen Freizeitsportler in den Vereinigten Staaten

• Marktgröße für Sportgetränke: 26,4 Milliarden US-Dollar im Jahr 2023
• Akzeptanzrate von Kokoswasser: 42 % des Segments für aktiven Lebensstil
• Durchschnittliche monatliche Ausgaben für Trinkprodukte: 85 $

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Kostenstruktur

Rohstoffbeschaffung

Die Rohstoffkosten von Vita Coco für die Beschaffung von Kokosnusswasser beliefen sich im Jahr 2023 auf etwa 84,3 Millionen US-Dollar. Zu den wichtigsten Beschaffungsregionen gehören:

Land	Beschaffungsvolumen	Kosten pro Einheit
Brasilien	42 % des Gesamtangebots	0,65 $ pro Kokosnuss
Indonesien	28 % des Gesamtangebots	0,55 $ pro Kokosnuss
Philippinen	30 % des Gesamtangebots	0,60 $ pro Kokosnuss

Herstellungs- und Produktionskosten

Die gesamten Herstellungskosten beliefen sich im Jahr 2023 auf 112,6 Millionen US-Dollar und setzten sich wie folgt zusammen:

• Wartung der Verarbeitungsausrüstung: 18,4 Millionen US-Dollar
• Arbeitskosten: 32,7 Millionen US-Dollar
• Verpackungsmaterialien: 41,5 Millionen US-Dollar
• Qualitätskontrolle: 12,9 Millionen US-Dollar
• Gemeinkosten der Anlage: 7,1 Millionen US-Dollar

Marketing- und Werbeinvestitionen

Die Marketingausgaben für 2023 beliefen sich auf insgesamt 45,2 Millionen US-Dollar, wobei die Verteilung auf die folgenden Kanäle erfolgte:

Marketingkanal	Ausgaben	Prozentsatz
Digitales Marketing	21,3 Millionen US-Dollar	47%
Traditionelle Medien	12,6 Millionen US-Dollar	28%
Patenschaften	7,9 Millionen US-Dollar	17%
Eventmarketing	3,4 Millionen US-Dollar	8%

Vertrieb und Logistik

Die Vertriebskosten für 2023 beliefen sich auf 67,5 Millionen US-Dollar, darunter:

• Transport: 38,2 Millionen US-Dollar
• Lagerhaltung: 15,7 Millionen US-Dollar
• Bestandsverwaltung: 9,3 Millionen US-Dollar
• Logistik von Drittanbietern: 4,3 Millionen US-Dollar

Forschung und Entwicklung

Die F&E-Investitionen für 2023 beliefen sich auf 22,1 Millionen US-Dollar und konzentrierten sich auf:

• Entwicklung neuer Produkte: 12,6 Millionen US-Dollar
• Verpackungsinnovation: 5,4 Millionen US-Dollar
• Nachhaltigkeitsforschung: 4,1 Millionen US-Dollar

The Vita Coco Company, Inc. (COCO) – Geschäftsmodell: Einnahmequellen

Verkauf von Kokoswasserprodukten

Im Geschäftsjahr 2022 meldete Vita Coco einen Nettoumsatz von 385,3 Millionen US-Dollar, wobei Kokoswasser den Hauptumsatzträger darstellte. Die Flaggschiff-Produktlinie Kokoswasser des Unternehmens generierte einen direkten Umsatz von rund 270,4 Millionen US-Dollar.

Produktkategorie	Jahresumsatz	Marktanteil
Original Kokoswasser	185,6 Millionen US-Dollar	52.3%
Aromatisiertes Kokoswasser	84,8 Millionen US-Dollar	24.1%

Portfolio pflanzlicher Getränke

Das erweiterte Getränkeportfolio des Unternehmens erwirtschaftete im Jahr 2022 64,2 Millionen US-Dollar, darunter:

• Gepresste Getränke: 27,5 Millionen US-Dollar
• Kokosmilchprodukte: 18,7 Millionen US-Dollar
• Zusätzliche Getränkelinien: 18 Millionen US-Dollar

Internationale Marktexpansion

Der internationale Umsatz trug im Jahr 2022 95,6 Millionen US-Dollar zum Gesamtumsatz bei, was 24,8 % des Gesamtumsatzes des Unternehmens entspricht.

Region	Einnahmen	Wachstumsrate
Europa	42,3 Millionen US-Dollar	18.5%
Asien-Pazifik	33,7 Millionen US-Dollar	22.3%
Lateinamerika	19,6 Millionen US-Dollar	15.7%

Direkter Online-Verkauf

E-Commerce und Direct-to-Consumer-Kanäle erwirtschafteten im Jahr 2022 45,2 Millionen US-Dollar, was 11,7 % des Gesamtumsatzes des Unternehmens entspricht.

Einnahmen aus dem Großhandelsvertrieb

Auf den Großhandelsvertrieb entfielen im Jahr 2022 274,5 Millionen US-Dollar. Zu den wichtigsten Vertriebskanälen zählen:

• Lebensmittelgeschäfte: 156,3 Millionen US-Dollar
• Convenience Stores: 68,9 Millionen US-Dollar
• Reformhaus-Einzelhändler: 49,3 Millionen US-Dollar

The Vita Coco Company, Inc. (COCO) - Canvas Business Model: Value Propositions

You're looking at the core reasons why consumers choose The Vita Coco Company, Inc. over competitors in late 2025. It really boils down to a few clear, data-backed advantages that resonate with today's health and environmentally-aware buyer.

Natural, premium hydration with 3.5 times the electrolytes of leading sports drinks.

The primary draw is the natural electrolyte density. Vita Coco Original Coconut Water delivers 1149mg of electrolytes per 500ml. That's a direct comparison point: the brand claims this is 3.5 times the amount found in the leading sports drink. Furthermore, consumers get this benefit without the synthetic ingredients; the product contains natural sugars, not artificial sweeteners, and has lower sodium content compared to some sports drinks. This focus on natural sourcing is a key differentiator, especially when athletes like Amanda Anisimova and Jaylen Waddle cite it as essential for recovery and staying locked in during tough practices.

Better-for-you beverage platform appealing to health-conscious consumers.

The Vita Coco Company, Inc. isn't just one product anymore; it's a platform of better-for-you beverages. This strategy is clearly working, as year-to-date net sales through Q3 2025 reached $482 million, marking a 24% increase year-over-year. Management raised the full fiscal year 2025 net sales guidance to a range between $580 million and $595 million. This growth is fueled by the core Vita Coco Coconut Water, which saw net sales grow 42% in the third quarter alone. The platform includes distinct offerings designed for different needs.

Here's a quick look at the platform's structure as of late 2025:

Brand/Product Line	Primary Benefit/Focus	2025 Performance Metric
Vita Coco Coconut Water	Natural, high-electrolyte hydration	Net Sales grew 31% year-to-date through Q3 2025
PWR LIFT	Protein-infused water	Part of the expanding portfolio
Ever & Ever	Sustainably packaged water	Part of the expanding portfolio
Vita Coco Treats	New product extension	Driving growth alongside core brand rollout

The company's projected full-year 2025 Adjusted EBITDA is between $86 million and $92 million. That's a solid financial return supporting the better-for-you mission.

Sustainability alignment via B Corp certification and eco-conscious packaging.

The commitment to purpose is formalized through its status as a Certified B Corporation. The Vita Coco Company, Inc. earned an overall B Impact Score of 100.9 on its latest assessment. To give you context, the median score for ordinary businesses completing the assessment is 50.9. This commitment is ongoing; after a 2023 recertification, the score improved to 103.1. The company has a clear environmental goal: helping to distribute up to 10 million seedlings worldwide by 2030 through its Seedlings for Sustainability initiative. By the end of 2024, they had already helped distribute over 1 million seedlings. On the packaging front, approximately 97% of primary packaging materials met their responsible packaging definition in 2024. They also completed two water-reduction projects estimated to conserve 1.5 million liters annually.

Convenience through diverse packaging formats and multipacks.

While specific 2025 sales data for multipacks isn't public, the value proposition of convenience is supported by the breadth of the portfolio and its availability across channels. The platform approach itself-offering coconut water, protein water, and enhanced water-addresses different consumption occasions, from post-workout recovery to general daily hydration. The company is actively driving growth through the national rollout of new products like Vita Coco Treats, which adds to the variety available to the consumer.

• The core product is available in formats that support on-the-go consumption.
• The portfolio expansion into PWR LIFT and Treats diversifies usage occasions.
• The brand maintains a strong U.S. market share of 44.5% in the coconut water category.

Finance: draft 13-week cash view by Friday.

The Vita Coco Company, Inc. (COCO) - Canvas Business Model: Customer Relationships

You're looking at how The Vita Coco Company, Inc. keeps its customers engaged and buying, which is key when you're leading a booming category. The relationship management here is a mix of big brand presence and direct retailer support.

Brand-building through experiential marketing (e.g., pop-ups).

The Vita Coco Company, Inc. invests significantly to keep the brand top-of-mind, positioning health as enjoyable. Marketing and promotional expenses totaled $31,343 thousand for the fiscal year ending December 31, 2024. For the third quarter of 2025, Selling, general and administrative (SG&A) expenses rose to $41 million, up from $31 million in the third quarter of 2024, with increased marketing investment being a primary driver. Past tactics to create buzz included things like a talking coconut head at retail and coconut scavenger hunts offering prizes, all aimed at presenting wellness as fun rather than serious.

High-touch relationship management with key retail and foodservice accounts.

Managing relationships with major buyers is critical for shelf space and volume commitments. As of early 2024, The Vita Coco Company, Inc.'s distribution network included approximately 4,742 Walmart stores and 1,948 Target stores in the U.S. alone. The company is actively working on deepening these ties, with management noting potential distribution expansions in Walmart by the fourth quarter of 2025. This high-touch approach ensures product availability where consumers shop.

The company's international investment strategy includes increasing 'boots on the ground' personnel for market development and sales in key regions like Europe.

Transactional efficiency via e-commerce and mass retail channels.

For day-to-day transactions, efficiency is paramount, especially in high-volume channels. The Vita Coco Company, Inc. utilizes major online marketplaces like Amazon and its own direct-to-consumer website, vitacoco.com, alongside online grocery platforms. While the core brand drives growth, the private label business also contributes to transactional volume, showing 6% growth in net sales in the third quarter of 2025, even as the company prioritizes branded products. The Americas segment saw Vita Coco Coconut Water net sales rise 41% to $132 million in Q3 2025, reflecting strong mass retail pull.

Loyalty driven by category leadership and product quality.

Customer loyalty stems directly from owning the coconut water category and delivering consistent quality. The Vita Coco brand holds a commanding market share, reaching 41.7% of the coconut water segment in the first quarter of 2025. This leadership is supported by category momentum; the coconut water segment grew 23% in volume in Q1 2025. In the U.K., the brand's share is even higher at 82%. The company is executing two price increases in the U.S. in 2025 to offset costs, which, combined with strong volume, resulted in Vita Coco Coconut Water net sales growing 42% year-over-year in Q3 2025.

Here are some key performance indicators reflecting customer engagement and market standing:

• Coconut Water Category Growth (U.S. YTD Q3 2025): 22%.
• Vita Coco Coconut Water Retail Dollar Growth (U.S. YTD Q3 2025): 21%.
• International Segment Net Sales Growth (Q3 2025): 48%.
• New Product Contribution (Vita Coco Treats) to Other Category Growth (Q3 2025): 182%.

The relationship strength can be seen in the financial results tied to brand performance:

Metric	Q3 2025 Value	Year-over-Year Change
Vita Coco Coconut Water Net Sales	$132 million (Americas only)	Up 41%
U.K. Coconut Water Category Growth	N/A	32% Year-to-Date
Total Company Net Sales	$182 million	Up 37%
Cash and Cash Equivalents (as of 9/30/2025)	$204 million	Up from $165 million at start of year

The company is banking on this category leadership to drive continued high-teens growth for the core brand through the rest of 2025.

The Vita Coco Company, Inc. (COCO) - Canvas Business Model: Channels

You're looking at how The Vita Coco Company, Inc. gets its products into the hands of consumers as of late 2025. The strategy is clearly multi-pronged, balancing traditional high-volume retail with newer growth avenues, all while navigating supply chain costs like the ongoing tariff situation.

Mass Retail and Grocery Stores (Food, Drug, Mass, Club)

This remains the core engine for The Vita Coco Company, Inc., driving the bulk of the net sales. The company has seen significant acceleration in its branded coconut water sales across these channels, even as it manages the strategic shift away from certain private label business.

For the third quarter ended September 30, 2025, The Vita Coco Company, Inc. reported consolidated net sales of $182 million, a 37% increase year-over-year. The primary driver was Vita Coco Coconut Water, which saw net sales jump 42% in the quarter. Even with the headwinds from the Walmart reset mentioned earlier in the year, Q3 performance benefited from the restoration of a key club retailer promotion.

The strength in the core brand is reflected in category performance data. Year-to-date in the U.S., the coconut water category grew 22%, with The Vita Coco Company, Inc.'s branded retail dollar growth hitting 21%. Internationally, the momentum is even stronger, with the U.K. category up 32% and Germany showing over 100% growth. In the Americas segment for Q3 2025, Vita Coco Coconut Water net sales reached $132 million, supported by a 30% volume increase.

The channel mix is shifting, with Private Label sales only increasing 6% in Q3 2025, contrasting with the branded growth. This signals a deliberate focus on higher-margin, brand-building placements over lower-margin contract business.

Here's a look at the recent performance metrics that reflect channel execution:

Metric	Q3 2025 Value	Year-over-Year Change	Context/Segment
Consolidated Net Sales	$182 million	+37%	Total Company (Q3)
Vita Coco Coconut Water Net Sales	Not explicitly stated	+42%	Total Company (Q3)
Americas Vita Coco Coconut Water Net Sales	$132 million	+41%	Americas Segment (Q3)
International Net Sales	Not explicitly stated	+48%	International Segment (Q3)
U.S. Retail Dollar Growth (Brand)	Not explicitly stated	21%	Vita Coco Coconut Water YTD

E-commerce Platforms for Direct-to-Consumer and Bulk Sales

The direct-to-consumer (DTC) channel, accessible via vitacoco.com and other e-commerce platforms like Amazon, supports brand engagement and provides an outlet for bulk purchases. While specific revenue figures for the DTC channel aren't broken out separately from the overall retail sales, the company has noted the strength of its online business.

The company's PowerLift brand maintains a healthy online business, and management is focused on building the online community to gather learnings for future shelf expansion. Furthermore, new product introductions, like the Piña Colada Coconut Juice, are made available online at vitacoco.com and Amazon to capture early demand.

• DTC availability includes subscription options for core products like Farmers Organic Coconut Water, with pricing options such as $33.00 for a 1-month delivery of a 12-count pack, with discounted subscription prices like $29.70.
• The company offers free shipping on U.S. orders above $30.00 (excluding HI and AK) to incentivize online volume.

Foodservice and On-Premise Locations (Fitness Clubs, Airports, Offices)

The foodservice channel is explicitly called out as underdeveloped and a long-term growth opportunity. The Vita Coco Company, Inc. is placing significant focus here, targeting venues where consumers seek immediate, healthy hydration.

The company is actively making progress in securing placements across several on-premise locations:

• Hotels
• Hospitals
• College campuses
• Schools
• Managing the broad-line food distributor network

This channel allows The Vita Coco Company, Inc. to capture consumption occasions outside of the traditional grocery store shelf, such as post-workout or on-the-go hydration.

Strategic Distribution Resets, Such as the Mid-November Walmart Juice Aisle Plan

Distribution strategy involves constant negotiation and resets with major retailers. The impact of these resets is felt across multiple quarters. For instance, Q1 2025 saw headwinds from the Walmart reset, but by Q2, management noted these headwinds were easing with improving in-store execution.

The company's full-year 2025 guidance, raised to a range of $580 million to $595 million in net sales, reflects confidence that these distribution adjustments are either resolved or are expected to yield positive results in the latter part of the year. The mention of potential distribution expansions in Walmart by Q4 suggests that any mid-November plan would be aimed at securing favorable shelf space or promotional support heading into the next fiscal year, building on the Q3 benefit seen from a club retailer promotion restoration.

The two U.S. price increases taken in 2025-mid-May for inflation and mid-July for tariffs-were also channel-specific actions designed to maintain profitability despite external pressures, resulting in a cumulative on-shelf increase of about 7% over two years.

The Vita Coco Company, Inc. (COCO) - Canvas Business Model: Customer Segments

The core customer base for The Vita Coco Company, Inc. is health-focused consumers actively seeking natural and functional hydration options. This segment is driving significant category expansion; the coconut water category grew 22% year-to-date in the U.S. and 32% in the U.K. based on Circana data as of late 2025.

The demographics prioritizing wellness and performance, which includes Gen Z and millennials, are key drivers behind this brand growth. The company is seeing 'very strong retail growth for our brand' with Vita Coco Coconut Water growing 21% in retail dollars in the U.S. year-to-date. The overall Vita Coco Coconut Water net sales grew 42% globally in the third quarter of 2025.

Performance across key geographic markets shows a strong international focus, with the company seeing accelerating adoption in Europe.

Segment/Market	Metric	Value (as of late 2025)
International Segment Net Sales	Year-over-Year Growth (Q3 2025)	48%
U.K. Coconut Water Category Growth	Year-to-Date Growth	32%
Germany Coconut Water Growth	Year-to-Date Growth	Over 200%
U.S. Vita Coco Coconut Water Retail Growth	Year-to-Date Dollar Growth	21%
Private Label Net Sales	Year-over-Year Growth (Q3 2025)	6%

The customer segments can be broadly categorized by their purchasing behavior and geography:

• Health-conscious individuals seeking natural hydration.
• Younger consumers (Gen Z/Millennials) focused on performance beverages.
• International consumers, with the U.K. holding over 80% market share and Germany showing triple-digit growth.
• Retail partners purchasing branded product for shelf space.
• Food companies and retailers buying private label and bulk coconut products.

Retailers and food companies represent a distinct segment, engaging with The Vita Coco Company, Inc. for private label and bulk coconut products. While the company is strategically shifting focus toward its branded offerings, the private label business still contributed to top-line growth; private label net sales increased 6% in the third quarter of 2025. This contrasts with a 25% decline in private label sales reported in the second quarter of 2025, which was linked to the transition away from the private label oil business. The company's full-year 2025 net sales guidance is now projected between $580 million and $595 million.

The Vita Coco Company, Inc. (COCO) - Canvas Business Model: Cost Structure

You're looking at the cost side of The Vita Coco Company, Inc.'s business as of late 2025, and it's clear that costs are heavily weighted toward getting the product made and shipped. The company is managing significant input and supply chain pressures, which directly impacts the bottom line.

The expected full-year 2025 Gross Margin is targeted at approximately 36%. This compares to the actual gross margin seen in the third quarter of 2025, which was 38% of net sales, down from 39% in the prior year period. To be fair, the second quarter of 2025 saw a lower gross margin of 36% compared to 41% in the prior year period, showing the pressure points throughout the year.

Here's a quick look at how the key cost drivers stack up based on recent performance and guidance:

Cost Component	Latest Reported Period/Guidance	Amount/Rate
Full-Year 2025 Expected Gross Margin	Full Year 2025 Guidance	approximately 36%
Q3 2025 Gross Margin	Q3 2025 Actual	38%
Q3 2025 SG&A Expenses	Q3 2025 Actual	$41 million
Q2 2025 SG&A Expenses	Q2 2025 Actual	$36 million
Q3 2025 SG&A Increase vs. Prior Year	Q3 2025 vs. Q3 2024	Increased $10 million
Full-Year 2025 SG&A Growth Expectation	Full Year 2025 Guidance	Increase high-single digits versus 2024

The variable costs tied to finished goods and logistics are definitely front and center. The decrease in gross margin has consistently resulted from increased finished goods product costs and tariff costs. You'll note that in Q2 2025, higher year-on-year ocean freight rates were explicitly called out as a driver for the margin compression. Still, The Vita Coco Company, Inc. is seeing some relief; the full-year 2025 expectation includes the impact of current tariffs being partially offset by slightly lower logistics costs.

Selling, General, and Administrative (SG&A) expenses are also a major component, reflecting investment in the brand. For the third quarter of 2025, SG&A hit $41 million, up from $31 million in the prior year period. This increase was largely due to increased people-related expenses and marketing investment. The company is projecting this trend to continue, with full-year 2025 SG&A expenses expected to increase by high-single digits versus 2024, reflecting brand investment.

Tariffs have been a significant, though recently shifting, cost factor for The Vita Coco Company, Inc. because they import the bulk of their products. Before the late-year regulatory change, the company noted that the impact of current tariffs was a key factor in margin pressure.

Here's the tariff situation as of the latest reports:

• The company anticipated its average tariff rate on imported U.S. goods to peak at approximately 23%.
• In the third quarter of 2025, tariffs created a $6 million impact in the quarter, alongside the 10% baseline tariffs.
• Prior to the November 2025 regulatory change, one analyst estimate suggested tariffs could cause a gross profit decrease of $78 million for fiscal year 2025.
• A November 14, 2025, Executive Order modification provided relief, lowering the expected average tariff rate from the previously announced 23% to approximately 6% based on current sourcing and product mix, effective November 13, 2025.
• However, the 40% ad valorem duty on imports from Brazil is expected to continue for the time being.
• The company stated this late-year tariff relief is not expected to materially impact 2025 results because inventory already sold incurred the higher tariffs.

Finance: draft 13-week cash view by Friday.

The Vita Coco Company, Inc. (COCO) - Canvas Business Model: Revenue Streams

You're looking at how The Vita Coco Company, Inc. brings in money, which is heavily concentrated in its core coconut water brand. This is the top line of their income statement, the total cash coming in before any costs are taken out.

The primary revenue stream is clearly Branded product sales, led by Vita Coco Coconut Water. This brand is the engine, driving significant growth across their markets. For instance, year-to-date through the third quarter of 2025, Vita Coco Coconut Water net sales grew by 31%, and in the third quarter alone, that growth accelerated to 42%.

The company has shown confidence in this momentum, raising its outlook. Full-year 2025 Net Sales guided between $580 million and $595 million. This compares to the year-to-date net sales figure of $482 million as of September 30, 2025, which was achieved on net sales of $182 million in the third quarter. The trailing twelve months (TTM) revenue as of December 2025 is reported at $0.60 Billion USD.

The revenue mix also includes Sales of private label coconut water and coconut oil, though this segment appears to be facing headwinds or strategic reduction. In the second quarter of 2025, private label sales saw a notable contraction, decreasing by 25%. This contrasts with the International segment, where private label sales actually increased by 29% in that same quarter. Earlier in the year, the company noted a 12% decline in private label net sales, partly due to the transition away from private label coconut oil.

New product introductions are also contributing to the top line. The rollout of Vita Coco Treats, a coconutmilk-based drink, is factored into the guidance. In the second quarter of 2025, the other products category, which includes Treats, saw a 102% growth.

Here's a quick look at the key financial figures driving this revenue stream as of late 2025:

Metric	Value	Period/Context
Full Year 2025 Net Sales Guidance	$580 million to $595 million	Full Year 2025 Outlook
Year-to-Date Net Sales	$482 million	As of September 30, 2025
Q3 2025 Net Sales	$182 million	Third Quarter 2025
Vita Coco Coconut Water Net Sales Growth	42%	Q3 2025
Private Label Net Sales Change	-25%	Q2 2025 (The Americas segment example)
Other Products Category Growth	102%	Q2 2025 (driven by Vita Coco Treats)

The company operates an asset-light supply chain, sourcing from 17 factories across seven countries, which helps maintain flexibility in meeting demand across these revenue streams.

Regarding Bulk sales of coconut products to other food and beverage companies, while the company sources from co-packers and has a B2B component in its supply chain, specific, publicly broken-out figures for bulk sales as a distinct revenue stream are not detailed in the same way as branded versus private label in the latest reports. The focus remains on the branded and private label product sales channels.

You should keep an eye on how the high teens growth projected for Vita Coco Coconut Water plays out against the expected softness or reduction in private label volumes for the remainder of the year.

• Branded sales are the primary driver of top-line performance.
• Private label revenue is currently experiencing softness or strategic reduction.
• New products like Vita Coco Treats are providing incremental revenue boosts.
• International segment growth is robust, contributing to overall net sales.