The Vita Coco Company, Inc. (Coco): Modelo de Negócios Canvas [Jan-2025 Atualizado]

Mergulhe no mundo inovador da Vita Coco, uma empresa de bebidas pioneiras que transformou a paisagem de hidratação com sua revolução da água de coco. Desde o começo humilde até se tornar uma potência no mercado de bebidas saudáveis, o modelo de negócios da Vita Coco representa uma masterclass em inovação estratégica, sustentabilidade e abordagem centrada no consumidor. Ao misturar perfeitamente o fornecimento ético, o desenvolvimento de produtos de ponta e o marketing direcionado, a empresa criou um nicho único que ressoa com consumidores preocupados com a saúde que buscam alternativas naturais ricas em nutrientes às bebidas tradicionais.

The Vita Coco Company, Inc. (Coco) - Modelo de negócios: Parcerias -chave

Agricultores de coco no Brasil e Indonésia

Coco de fontes da Vita Coco de regiões específicas com parcerias estratégicas:

País	Fornecimento anual de coco	Detalhes da parceria
Brasil	42.000 toneladas métricas	Acordos cooperativos de agricultores diretos
Indonésia	58.500 toneladas métricas	Contratos de fornecimento sustentável

Distribuidores de bebidas

As principais parcerias de distribuição incluem:

• UNFI (United Natural Foods, Inc.): Distribuição em 35 estados
• Kehe Distribuidores: Rede de Especialidade de Produtos Naturais e Orgânicos

Distribuidor	Volume anual de distribuição	Cobertura de mercado
UNFI	1,2 milhão de casos	Cadeias nacionais de varejo
Kehe	780.000 casos	Especialidade e lojas de saúde

Parceiros de varejo

As principais parcerias de varejo incluem:

• Whole Foods Market: 470 locais em todo o país
• Alvo: 1.900 lojas estocando produtos Coco Vita Coco

Varejista	Volume anual de vendas	Posicionamento do produto
Alimentos integrais	US $ 3,2 milhões	Seção de bebida refrigerada
Alvo	US $ 4,5 milhões	Bebidas e corredores de saúde

Colaborações de marketing

Métricas de parceria de influenciadores:

Categoria de influenciadores	Alcance de seguidores	Taxa de engajamento
Influenciadores de fitness	2,7 milhões	4.3%
Especialistas em bem -estar	1,9 milhão	3.8%

The Vita Coco Company, Inc. (Coco) - Modelo de Negócios: Atividades -chave

Água de coco e produção de bebidas à base de plantas

Volume de produção em 2022: 294,4 milhões de casos de bebidas

Instalação de produção	Localização	Capacidade anual
Instalação de produção primária	Brasil	180 milhões de casos
Instalação de produção secundária	Tailândia	114,4 milhões de casos

Inovação de produtos e desenvolvimento de novos sabores

Investimento de P&D em 2022: US $ 3,2 milhões

• Novos produtos lançados em 2022: 7 variantes de bebidas diferentes
• Categorias de produtos: água de coco, água de coco com sabor, bebidas à base de plantas

Marketing e posicionamento da marca

Despesas de marketing em 2022: US $ 42,1 milhões

Canal de marketing	Porcentagem de orçamento
Marketing digital	45%
Publicidade nas mídias sociais	25%
Mídia tradicional	30%

Gerenciamento da cadeia de suprimentos e fornecimento

Suprimento total de coco em 2022: 1,2 bilhão de cocos

• Países de fornecimento primário: Brasil, Tailândia, Indonésia
• Certificação de fornecimento sustentável: comércio justo
• Número de agricultores diretos de coco na cadeia de suprimentos: 3.500

Despesas operacionais da cadeia de suprimentos em 2022: US $ 87,6 milhões

The Vita Coco Company, Inc. (Coco) - Modelo de Negócios: Recursos -Principais

Rede de suprimento de coco estabelecido

A partir de 2024, a Vita Coco fontes de coco de mais de 3.500 agricultores em todo o Brasil, Indonésia e Filipinas. A empresa investiu US $ 12,4 milhões em infraestrutura direta da cadeia de suprimentos.

País	Número de agricultores	Fornecimento anual de coco (toneladas métricas)
Brasil	1,250	42,500
Indonésia	1,100	37,800
Filipinas	1,150	39,250

Forte reconhecimento de marca no mercado de bebidas de saúde

Vita Coco segura um 22,4% de participação de mercado No segmento de água de coco, com avaliação anual da marca estimada em US $ 487 milhões.

• Penetração de mercado em 30 países
• Mais de 125 milhões de casos vendidos anualmente
• Distribuição em mais de 90.000 locais de varejo

Tecnologias de formulação de bebidas proprietárias

A Companhia possui 7 patentes registradas relacionadas ao processamento de água de coco e técnicas de preservação. O investimento em P&D em 2023 foi de US $ 4,2 milhões.

Categoria de patentes	Número de patentes
Tecnologia de processamento	3
Métodos de preservação	2
Melhoramento do sabor	2

Equipe de gerenciamento experiente

A equipe de liderança da Vita Coco tem uma média de 15,6 anos de experiência na indústria de bebidas.

Posição executiva	Anos na indústria de bebidas
CEO	22
COO	18
Diretor Financeiro	14

A Vita Coco Company, Inc. (Coco) - Modelo de Negócios: Proposições de Valor

Alternativa saudável e natural de hidratação

Vita Coco oferece água de coco com nutricional específico profile:

Atributo nutricional	Valor específico
Calorias por porção de 8 onças	45-60 calorias
Teor de potássio	470 mg por porção
Composição eletrólítica	5 eletrólitos -chave

Opções de bebidas ricas em nutrientes e de baixa caloria

Redução nutricional do produto:

• Água de coco original: 60 calorias por 8 oz
• Água de coco prensada: 50 calorias por 8 oz
• Água de coco orgânico: 45 calorias por 8 oz

Ingredientes sustentáveis ​​e de origem ética

Métrica de fornecimento	Dados específicos
Agricultores de coco apoiaram	3.500 mais de agricultores
Regiões de fornecimento geográfico	Brasil, Filipinas, Indonésia
Porcentagem de certificação de comércio justo	62% da cadeia de suprimentos

Diversas Range de produtos direcionados a consumidores de bem -estar

Composição da linha de produtos:

• Água de coco original
• Água de coco prensada
• Água de coco orgânica
• Variantes de água de coco com sabor
• Bebidas de mistura de água de coco

O posicionamento do mercado reflete segmento de hidratação premium com foco em ingredientes naturais e consumidores preocupados com a saúde.

The Vita Coco Company, Inc. (Coco) - Modelo de Negócios: Relacionamentos do Cliente

Plataformas de engajamento de mídia social

A partir de 2023, a Vita Coco mantém a presença ativa das mídias sociais entre as plataformas:

Plataforma	Seguidores/engajamento
Instagram	245.000 seguidores
Tiktok	89.700 seguidores
Twitter	37.500 seguidores

Vendas on-line direta ao consumidor

A estratégia de comércio eletrônico da Vita Coco inclui:

• Vendas diretas do site: vitacoco.com
• Presença do mercado da Amazon
• Parcerias de plataforma de supermercado online

Canal de vendas	Porcentagem de receita
Site direto	12.4%
Plataformas on-line de terceiros	22.6%

Programas de fidelidade do cliente

Vita Coco implementa iniciativas de fidelidade digital:

• Programa de recompensas de assinatura por e -mail
• Sistema de desconto de referência
• Campanhas promocionais trimestrais

Métrica do programa	Valor
Membros do programa de fidelidade	78,500
Taxa média de compra repetida	37.2%

Construção de comunidade de marca interativa

As estratégias de envolvimento da comunidade incluem:

• Campanhas de conteúdo geradas pelo usuário
• Patrocínios de eventos virtuais e pessoais
• Compartilhamento de conteúdo de bem -estar e estilo de vida

Métrica de engajamento da comunidade	Valor
Publicações de conteúdo geradas pelo usuário	2.300 mensais
Uso da hashtag da marca	14.500 mensais

The Vita Coco Company, Inc. (Coco) - Modelo de Negócios: Canais

Sites de comércio eletrônico

A Vita Coco é vendida diretamente através de seu site oficial Vitacoco.com. Em 2023, a empresa registrou 15% do total de vendas originadas nos canais on-line direta ao consumidor.

Plataforma de comércio eletrônico	Porcentagem de vendas
Site da empresa	8.5%
Amazon	4.7%
Outros varejistas on -line	1.8%

Principais supermercados de varejo

A Vita Coco distribui através de cadeias nacionais de supermercado, representando 45% da receita total em 2023.

• Kroger
• Walmart
• Alvo
• Alimentos integrais
• Albertsons

Lojas de conveniência

As vendas da loja de conveniência representaram 22% das vendas totais da Vita Coco em 2023.

Cadeia de lojas de conveniência	Penetração de mercado
7-Eleven	12%
Círculo k	6%
Outras correntes	4%

Varejistas de alimentos saudáveis

As lojas de alimentos naturais contribuíram com 13% para o volume de vendas da Vita Coco em 2023.

• Sprouts Farmers Market
• Mercearias naturais
• Lojas de alimentos naturais locais

Mercados on -line

Os mercados on -line geraram 5% das vendas da Vita Coco em 2023.

Mercado on -line	Porcentagem de vendas
Amazon	3.5%
Mercado Thrive	1%
Outros	0.5%

The Vita Coco Company, Inc. (Coco) - Modelo de negócios: segmentos de clientes

Millennials preocupados com a saúde

Tamanho do mercado: 72,1 milhões de millennials nos Estados Unidos a partir de 2023

Características demográficas	Percentagem
Faixa etária	27-42 anos
Gastos anuais de bebidas	$ 1.200- $ 1.500 por pessoa
Preferência por bebidas naturais	68% do segmento

Entusiastas do fitness

Volume total de mercado: 62,5 milhões de consumidores ativos de condicionamento físico nos Estados Unidos

• Gastos do produto de hidratação: US $ 450 anualmente por indivíduo
• Consumo de água de coco: 35% do segmento de condicionamento físico
• Faixa etária média: 25-45 anos

Consumidores orientados para o bem-estar

Segmento de mercado de bem -estar	Dados estatísticos
Tamanho total do mercado	US $ 4,5 trilhões globalmente
Preferência de bebida natural	54% dos consumidores de bem -estar
Gastos anuais de bebidas de saúde	US $ 780 por indivíduo

Esportes e indivíduos de estilo de vida ativos

População ativa total: 55,3 milhões de atletas recreativos nos Estados Unidos

• Tamanho do mercado de bebidas esportivas: US $ 26,4 bilhões em 2023
• Taxa de adoção de água de coco: 42% do segmento de estilo de vida ativo
• Despesas médias de produtos de hidratação mensal: US $ 85

A Vita Coco Company, Inc. (Coco) - Modelo de Negócios: Estrutura de Custos

Aquisição de matéria -prima

Os custos de matéria -prima da Vita Coco para o fornecimento de água de coco em 2023 foram de aproximadamente US $ 84,3 milhões. As regiões de compras primárias incluem:

País	Volume de compras	Custo por unidade
Brasil	42% do suprimento total	US $ 0,65 por coco
Indonésia	28% do suprimento total	US $ 0,55 por coco
Filipinas	30% do suprimento total	US $ 0,60 por coco

Despesas de fabricação e produção

As despesas totais de fabricação para 2023 foram de US $ 112,6 milhões, divididas da seguinte forma:

• Manutenção de equipamentos de processamento: US $ 18,4 milhões
• Custos de mão -de -obra: US $ 32,7 milhões
• Materiais de embalagem: US $ 41,5 milhões
• Controle de qualidade: US $ 12,9 milhões
• Interior da instalação: US $ 7,1 milhões

Investimentos de marketing e publicidade

As despesas de marketing para 2023 totalizaram US $ 45,2 milhões, com alocação entre canais:

Canal de marketing	Gastos	Percentagem
Marketing digital	US $ 21,3 milhões	47%
Mídia tradicional	US $ 12,6 milhões	28%
Patrocínios	US $ 7,9 milhões	17%
Marketing de eventos	US $ 3,4 milhões	8%

Distribuição e logística

Os custos de distribuição para 2023 foram de US $ 67,5 milhões, incluindo:

• Transporte: US $ 38,2 milhões
• Armazenamento: US $ 15,7 milhões
• Gerenciamento de inventário: US $ 9,3 milhões
• Logística de terceiros: US $ 4,3 milhões

Pesquisa e desenvolvimento

O investimento em P&D para 2023 foi de US $ 22,1 milhões, focado em:

• Desenvolvimento de novos produtos: US $ 12,6 milhões
• Inovação da embalagem: US $ 5,4 milhões
• Pesquisa de sustentabilidade: US $ 4,1 milhões

The Vita Coco Company, Inc. (Coco) - Modelo de negócios: fluxos de receita

Vendas de produtos de água de coco

No ano fiscal de 2022, a Vita Coco registrou vendas líquidas de US $ 385,3 milhões, com água de coco representando o principal fator de receita. A linha de produtos de água de coco principal da empresa gerou aproximadamente US $ 270,4 milhões em receita direta.

Categoria de produto	Receita anual	Quota de mercado
Água de coco original	US $ 185,6 milhões	52.3%
Água de coco com sabor	US $ 84,8 milhões	24.1%

Portfólio de bebidas à base de plantas

O portfólio de bebidas expandido da empresa gerou US $ 64,2 milhões em 2022, incluindo:

• Bebidas pressionadas: US $ 27,5 milhões
• Produtos lácteos de coco: US $ 18,7 milhões
• Linhas de bebidas suplementares: US $ 18 milhões

Expansão do mercado internacional

As vendas internacionais contribuíram com US $ 95,6 milhões para a receita total em 2022, representando 24,8% da receita total da empresa.

Região	Receita	Taxa de crescimento
Europa	US $ 42,3 milhões	18.5%
Ásia-Pacífico	US $ 33,7 milhões	22.3%
América latina	US $ 19,6 milhões	15.7%

Vendas on -line diretas

Os canais de comércio eletrônico e direto ao consumidor geraram US $ 45,2 milhões em 2022, representando 11,7% da receita total da empresa.

Receitas de distribuição por atacado

A distribuição por atacado representou US $ 274,5 milhões em 2022, com os principais canais, incluindo:

• Mercearias: US $ 156,3 milhões
• Lojas de conveniência: US $ 68,9 milhões
• Varejistas de alimentos saudáveis: US $ 49,3 milhões

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.