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  • How has coconut water become so popular worldwide?
  • How has coconut water become so popular worldwide?
    Dustan Sept, Creative Commons (2011) ©
CASE STUDY

Vita Coco: the appeal of ‘nature’s soda’

Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

Location North America / Northern Europe

Scope
“Some say it’s like putting a straw in a coconut,” claims Vita Coco’s website. [1] Launched in the US in 2004, the brand has been instrumental in raising the profile of the coconut water industry. Presented as ‘nature’s Gatorade,’ but marketed way beyond the gym, Vita Coco wants to remind people that “hydration is important no matter what you do. Go ahead, get hydrated and remember that life is a sport.” And the message seems to be sinking in – the brand has a 60% market share in the US, and over 90% in the UK, ...

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