Coco Bay: UK Market Launch of Tender Coconut Water
Fresh, functional hydration for the health-conscious consumer.
Overview of the UK Coconut Water Market
Approximately 10% of the world's coconut water sales—65 million litres per year—are consumed in Europe. According to cbi.eu, the UK is the biggest importer and consumer in Europe, importing about 30 million litres and consuming over 33 million litres in 2024.
Market Size and Growth Estimates
The UK coconut water market generated about USD 279.4 million in 2023 and is expected to grow at a compound annual growth rate (CAGR) of about 19.8% to reach USD 989.7 million by 2030 (www.grandviewresearch.com).
According to another estimate, the market will grow at a compound annual growth rate (CAGR) of approximately 19.5%, from USD 196.7 million in 2024 to USD 990 million by 2033 (www.deepmarketinsights.com).
Market Share and the Competitive Environment
With more than 70% of the market, Vita Coco is the market leader in the UK (www.cbi.eu). According to recent data (as of November 1, 2025), Vita Coco has an 86% market share and has increased its retail sales value by £15 million, a 31% year-over-year increase.
Rebel Kitchen is the challenger with the fastest rate of growth, showing 52% year-over-year growth and a market share of about 7% over the last 52 weeks.
Innocent (Coca-Cola) has a 2.4% market share and is currently down 16%.
Trends in Consumer Behaviour and Target Populations
Plant-based, functional hydration, and sugar-reduction preferences are the health-conscious trends driving the growth of coconut water in the UK (www.professionalsuk.co.uk).
With a predicted CAGR of 11.7% between 2025 and 2035, the UK market is expected to grow at one of the fastest rates in Europe. With a 12% CAGR over the previous three years, the premium health and wellness market is leading.
Trends in Packaging and Distribution
In the UK and international markets, conventional (non-organic) coconut water constitutes the majority (83–92%), but organic is the category that is expanding the fastest.
Packaging
Tetra packs are the most popular format—convenient and resealable
Distribution
Supermarkets and hypermarkets are main channels; online growing rapidly (16–24% share)
Profile of the Target Audience
Demographics
Urban dwellers, fitness enthusiasts, plant-based lifestyle adopters, and health-conscious adults between the ages of 18 and 34.
Motives
Looking for low-sugar, natural, and useful hydration options.
Behaviour
Influenced by sustainability and clean-label claims, willing to pay more for organic or single-ingredient products.
Brand Positioning: The Special Value of Coco Bay
Tender coconut water—pure, fresh, one-ingredient hydration—should be highlighted. As differentiators, emphasise cold-pressed freshness, organic sourcing, or Fairtrade certification.
Cold-pressed freshness
Organic sourcing
Eco-friendly packaging
Fairtrade certification
Position: A high-end, functional, and environmentally friendly substitute for ambient brands like Vita Coco.
Synopsis and Upcoming Actions
The market for coconut water in the UK is sizable (about 33 million litres) and expanding quickly (CAGR of ~20%). Although Vita Coco is the market leader (about 70–86%), there is room for high-end competitors.
Coco Bay sets itself apart with its freshness, organic sourcing, targeted distribution, sustainable packaging, and soft coconut variety.
Partner With Us
Are you a retail store or stockist interested in selling Coco Bay in the UK market? Get in touch with Everitt Sales using the contact form.
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