Vita Coco Raises Outlook As Americans Discover Coconut Water Also Comes Without A Name On It

NEW YORK—The Vita Coco Company raised its full-year outlook this week after third-quarter net sales jumped 34 percent, driven in part by a 152 percent surge in private-label sales, as Americans increasingly discover that coconut water also comes in a carton that doesn’t say anything in particular.

“The coconut has no idea whose name is on the box,” said Marcus Delahunt, a fictional beverage analyst at Tidewater Research. “It grew on a tree. It fell. Somebody put it in a carton. The coconut’s brand loyalty is zero, and consumers are beginning to share its worldview.”

The company, which makes both its namesake brand and private-label coconut water for retailers, said its flagship line also grew 15 percent, an arrangement analysts described as ‘winning the argument with yourself.’

Private label net sales

152%

Total net sales

34%

Vita Coco Coconut Water

15%

Coconuts aware of any of this

0%

Vita Coco, Third Quarter, By The Numbers

Item	Value
Private label net sales	152%
Total net sales	34%
Vita Coco Coconut Water	15%
Coconuts aware of any of this	0%

Source: The Vita Coco Company (first three bars); The Daily SKU (last bar)

A rare win-win

“It’s brilliant,” said Delahunt. “Whether you buy the brand to feel healthy or the store version to feel thrifty, the same company gets paid. It’s like owning both the gym and the couch.”

Shoppers said the choice came down to personal values. “I buy the branded one when I want people at the office to see it,” said Leah Gutierrez, 33, of Hoboken, N.J. “I buy the store one when I’m drinking it alone in the car, which is mostly.”

The company noted fourth-quarter gross margins will be squeezed by higher costs, with no offsetting price actions expected until early 2027, giving consumers roughly two more months to hydrate at current prices.