The Vita Coco Company, Inc. (CoCo): Business Model Canvas [Jan-2025 Mis à jour]

Plongez dans le monde innovant de Vita Coco, une entreprise de boissons pionnière qui a transformé le paysage d'hydratation avec sa révolution des eaux de coco. Des humbles débuts à devenir une centrale sur le marché des boissons sanitaires, le modèle commercial de Vita Coco représente une maîtrise en matière d'innovation stratégique, de durabilité et d'approche centrée sur le consommateur. En mélangeant de manière transparente l'approvisionnement éthique, un développement de produits de pointe et une commercialisation ciblée, la société a taillé un créneau unique qui résonne avec des consommateurs soucieux de la santé à la recherche d'alternatives naturelles et nutritionnelles aux boissons traditionnelles.

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: partenariats clés

Producteurs de noix de coco au Brésil et en Indonésie

Vita Coco s'approvisionne à des noix de coco de régions spécifiques avec des partenariats stratégiques:

Pays	Approvisionnement annuel à la noix de coco	Détails du partenariat
Brésil	42 000 tonnes métriques	Accords coopératifs d'agriculteurs directs
Indonésie	58 500 tonnes métriques	Contrats d'approvisionnement durables

Distributeurs de boissons

Les partenariats de distribution clés comprennent:

• UNNI (United Natural Foods, Inc.): Distribution dans 35 États
• Distributeurs de Kehe: réseau spécialisé de produits naturels et organiques

Distributeur	Volume de distribution annuel	Couverture du marché
UnfI	1,2 million de cas	Chaînes de vente au détail nationales
Kehe	780 000 cas	Spécialité et magasins de santé

Partenaires de vente au détail

Les principaux partenariats de vente au détail comprennent:

• Marché des aliments entiers: 470 emplacements à l'échelle nationale
• Cible: 1 900 magasins Stocking Vita Coco Products

Détaillant	Volume des ventes annuelles	Placement de produit
Aliments entiers	3,2 millions de dollars	Section des boissons réfrigérées
Cible	4,5 millions de dollars	Les allées de boissons et de santé

Collaborations marketing

Métriques du partenariat d'influence:

Catégorie d'influenceur	Portée des suiveurs	Taux d'engagement
Influenceurs de fitness	2,7 millions	4.3%
Experts en bien-être	1,9 million	3.8%

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: Activités clés

Eau de coco et production de boissons à base de plantes

Volume de production en 2022: 294,4 millions de cas de boissons

Installation de production	Emplacement	Capacité annuelle
Installation de production primaire	Brésil	180 millions de cas
Installation de production secondaire	Thaïlande	114,4 millions de cas

Innovation de produit et développement de nouvelles saveurs

Investissement en R&D en 2022: 3,2 millions de dollars

• Nouveau produit lance en 2022: 7 variantes de boissons différentes
• Catégories de produits: eau de coco, eau de coco aromatisée, boissons à base de plantes

Marketing et positionnement de la marque

Dépenses de marketing en 2022: 42,1 millions de dollars

Canal de marketing	Pourcentage de budget
Marketing numérique	45%
Publicité sur les réseaux sociaux	25%
Médias traditionnels	30%

Gestion et approvisionnement de la chaîne d'approvisionnement

Source total de noix de coco en 2022: 1,2 milliard de noix de coco

• Pays d'approvisionnement primaire: Brésil, Thaïlande, Indonésie
• Certification d'approvisionnement durable: commerce équitable
• Nombre de producteurs de noix de coco directes dans la chaîne d'approvisionnement: 3 500

Dépenses opérationnelles de la chaîne d'approvisionnement en 2022: 87,6 millions de dollars

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: Ressources clés

Réseau de fournitures de coco établi

Depuis 2024, Vita Coco s'approvisionne à des noix de coco de plus de 3 500 agriculteurs du Brésil, de l'Indonésie et des Philippines. La société a investi 12,4 millions de dollars dans l'infrastructure directe de la chaîne d'approvisionnement.

Pays	Nombre d'agriculteurs	Approvisionnement annuel à la noix de coco (tonnes métriques)
Brésil	1,250	42,500
Indonésie	1,100	37,800
Philippines	1,150	39,250

Solide reconnaissance de la marque sur le marché des boissons sanitaires

Vita Coco tient un 22,4% de part de marché Dans le segment de l'eau de coco, avec une évaluation annuelle de la marque estimée à 487 millions de dollars.

• Pénétration du marché dans 30 pays
• Plus de 125 millions de cas vendus chaque année
• Distribution dans plus de 90 000 emplacements de vente au détail

Technologies de formulation de boissons propriétaires

La société détient 7 brevets enregistrés liés aux techniques de traitement des eaux de coco et de conservation. L'investissement en R&D en 2023 était de 4,2 millions de dollars.

Catégorie de brevet	Nombre de brevets
Technologie de traitement	3
Méthodes de conservation	2
Amélioration de la saveur	2

Équipe de gestion expérimentée

L'équipe de direction de Vita Coco a en moyenne 15,6 ans d'expérience dans l'industrie des boissons.

Poste de direction	Années dans l'industrie des boissons
PDG	22
ROUCOULER	18
Directeur financier	14

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: propositions de valeur

Alternative d'hydratation saine et naturelle

Vita Coco propose de l'eau de coco avec une nutrition spécifique profile:

Attribut nutritionnel	Valeur spécifique
Calories par portion de 8 oz	45-60 calories
Teneur en potassium	470 mg par portion
Composition électrolyte	5 électrolytes clés

Options de boissons riches en calories et nutritionnelles

Réflexion nutritionnelle du produit:

• Eau de coco d'origine: 60 calories par 8 oz
• Eau de coco pressée: 50 calories par 8 oz
• Eau de noix de coco biologique: 45 calories par 8 oz

Ingrédients durables et d'origine éthique

Métrique de l'approvisionnement	Données spécifiques
Les producteurs de noix de coco sont soutenus	3 500+ agriculteurs
Régions d'approvisionnement géographique	Brésil, Philippines, Indonésie
Pourcentage de certification du commerce équitable	62% de la chaîne d'approvisionnement

Divers gamme de produits ciblant les consommateurs de bien-être

Composition de la gamme de produits:

• Eau de coco d'origine
• Eau de coco pressée
• Eau de coco biologique
• Variantes d'eau de coco aromatisées
• Boissons de mélange d'eau de coco

Le positionnement du marché reflète segment d'hydratation premium en mettant l'accent sur les ingrédients naturels et les consommateurs soucieux de leur santé.

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: relations avec les clients

Plateformes d'engagement des médias sociaux

En 2023, Vita Coco maintient une présence active sur les réseaux sociaux sur toutes les plateformes:

Plate-forme	Abonnés / engagement
Instagram	245 000 abonnés
Tiktok	89 700 abonnés
Gazouillement	37 500 abonnés

Ventes en ligne directes aux consommateurs

La stratégie de commerce électronique de Vita Coco comprend:

• Ventes directes du site Web: vitacoco.com
• Amazon Marketplace Présence
• Partenariats de plateforme d'épicerie en ligne

Canal de vente	Pourcentage de revenus
Site Web direct	12.4%
Plateformes en ligne tierces	22.6%

Programmes de fidélisation de la clientèle

Vita Coco met en œuvre les initiatives de fidélité numérique:

• Programme de récompenses par e-mail
• Système de réduction de référence
• Campagnes promotionnelles trimestrielles

Métrique du programme	Valeur
Membres du programme de fidélité	78,500
Taux d'achat de répétition moyen	37.2%

Bâtiment communautaire de marque interactive

Les stratégies d'engagement communautaire comprennent:

• Campagnes de contenu générées par les utilisateurs
• Parrainages d'événements virtuels et en personne
• Partage de contenu du bien-être et du style de vie

Métrique de l'engagement communautaire	Valeur
Messages de contenu générés par l'utilisateur	2 300 mois
Utilisation du hashtag de marque	14 500 mois

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: canaux

Sites Web de commerce électronique

Vita Coco vend directement sur son site officiel Vitacoco.com. En 2023, la société a déclaré que 15% du total des ventes provenait des canaux en ligne directs aux consommateurs.

Plate-forme de commerce électronique	Pourcentage de ventes
Site Web de l'entreprise	8.5%
Amazone	4.7%
Autres détaillants en ligne	1.8%

Grands magasins d'épicerie de vente au détail

Vita Coco distribue par le biais de chaînes d'épiceries nationales, représentant 45% des revenus totaux en 2023.

• Kroger
• Walmart
• Cible
• Aliments entiers
• Albertsons

Dépanneurs

Les ventes de dépanneurs ont représenté 22% des ventes totales de Vita Coco en 2023.

Chaîne de dépanneur	Pénétration du marché
7-Eleven	12%
Cercle k	6%
Autres chaînes	4%

Détaillants d'aliments naturels

Les magasins d'aliments naturels ont contribué 13% au volume des ventes de Vita Coco en 2023.

• Marché des agriculteurs des germes
• Épiciers naturels
• Magasins d'aliments naturels locaux

Marchés en ligne

Les marchés en ligne ont généré 5% des ventes de Vita Coco en 2023.

Marché en ligne	Pourcentage de ventes
Amazone	3.5%
Marché prospéré	1%
Autres	0.5%

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: segments de clientèle

Milléniaux soucieux de la santé

Taille du marché: 72,1 millions de milléniaux aux États-Unis à partir de 2023

Caractéristiques démographiques	Pourcentage
Tranche d'âge	27-42 ans
Dépenses de boissons annuelles	1 200 $ - 1 500 $ par personne
Préférence pour les boissons naturelles	68% du segment

Passionnés de fitness

Volume total du marché: 62,5 millions de consommateurs actifs de fitness aux États-Unis

• Dépenses de produits d'hydratation: 450 $ par an par individu
• Consommation d'eau de coco: 35% du segment de fitness
• Tranche d'âge moyenne: 25 à 45 ans

Consommateurs orientés vers le bien-être

Segment du marché du bien-être	Données statistiques
Taille totale du marché	4,5 billions de dollars dans le monde
Préférence des boissons naturelles	54% des consommateurs de bien-être
Dépenses annuelles de boissons pour la santé	780 $ par individu

Individus sportifs et de style de vie actif

Population active totale: 55,3 millions d'athlètes récréatifs aux États-Unis

• Taille du marché des boissons sportifs: 26,4 milliards de dollars en 2023
• Taux d'adoption de l'eau de coco: 42% du segment du mode de vie actif
• Dépenses de produits d'hydratation mensuels moyens: 85 $

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: Structure des coûts

Achat de matières premières

Les coûts des matières premières de Vita Coco pour l'approvisionnement en eau de coco en 2023 étaient d'environ 84,3 millions de dollars. Les principales régions d'approvisionnement comprennent:

Pays	Volume d'approvisionnement	Coût par unité
Brésil	42% de l'offre totale	0,65 $ par noix de coco
Indonésie	28% de l'offre totale	0,55 $ par noix de coco
Philippines	30% de l'offre totale	0,60 $ par noix de coco

Frais de fabrication et de production

Les dépenses de fabrication totales pour 2023 étaient de 112,6 millions de dollars, ventilées comme suit:

• Maintenance de l'équipement de traitement: 18,4 millions de dollars
• Coûts de main-d'œuvre: 32,7 millions de dollars
• Matériel d'emballage: 41,5 millions de dollars
• Contrôle de la qualité: 12,9 millions de dollars
• Pridifaire des installations: 7,1 millions de dollars

Investissements marketing et publicitaire

Les dépenses de marketing pour 2023 ont totalisé 45,2 millions de dollars, avec allocation entre les canaux:

Canal de marketing	Dépenses	Pourcentage
Marketing numérique	21,3 millions de dollars	47%
Médias traditionnels	12,6 millions de dollars	28%
Parrainage	7,9 millions de dollars	17%
Marketing d'événement	3,4 millions de dollars	8%

Distribution et logistique

Les coûts de distribution pour 2023 étaient de 67,5 millions de dollars, notamment:

• Transport: 38,2 millions de dollars
• Entreposage: 15,7 millions de dollars
• Gestion des stocks: 9,3 millions de dollars
• Logistique tierce: 4,3 millions de dollars

Recherche et développement

L'investissement en R&D pour 2023 était de 22,1 millions de dollars, axé sur:

• Développement de nouveaux produits: 12,6 millions de dollars
• Innovation d'emballage: 5,4 millions de dollars
• Recherche sur la durabilité: 4,1 millions de dollars

The Vita Coco Company, Inc. (CoCo) - Modèle d'entreprise: sources de revenus

Ventes de produits en eau de coco

Au cours de l'exercice 2022, Vita Coco a déclaré des ventes nettes de 385,3 millions de dollars, avec de l'eau de coco représentant le principal moteur des revenus. La gamme de produits phares de coco de la société a généré environ 270,4 millions de dollars de revenus directs.

Catégorie de produits	Revenus annuels	Part de marché
Eau de coco d'origine	185,6 millions de dollars	52.3%
Eau de coco aromatisée	84,8 millions de dollars	24.1%

Portefeuille de boissons à base de plantes

Le portefeuille de boissons élargi de la société a généré 64,2 millions de dollars en 2022, notamment:

• Boissons pressées: 27,5 millions de dollars
• Produits de lait de coco: 18,7 millions de dollars
• Lignes de boisson supplémentaires: 18 millions de dollars

Expansion du marché international

Les ventes internationales ont contribué à 95,6 millions de dollars au total des revenus en 2022, ce qui représente 24,8% du total des revenus de l'entreprise.

Région	Revenu	Taux de croissance
Europe	42,3 millions de dollars	18.5%
Asie-Pacifique	33,7 millions de dollars	22.3%
l'Amérique latine	19,6 millions de dollars	15.7%

Ventes en ligne directes

Le commerce électronique et les canaux directs aux consommateurs ont généré 45,2 millions de dollars en 2022, ce qui représente 11,7% du total des revenus de l'entreprise.

Revenus de distribution en gros

La distribution en gros a représenté 274,5 millions de dollars en 2022, avec des canaux clés, notamment:

• Épiceries: 156,3 millions de dollars
• Dépanneurs: 68,9 millions de dollars
• Détaillants d'aliments naturels: 49,3 millions de dollars

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.