Growing awareness of the importance of hydration – coupled with the record-breaking summer heatwave – is helping coconut water sales soar.
The coconut water category has climbed 56% in value year on year over the latest four weeks and 51% over the latest 12 weeks, according to Circana data.
Vita Coco remains far and away the largest coconut water brand in retail, with over 75% market share. Over the past year, its sales have climbed by 32.5% to £75.6m, on volumes up 24% [Circana 52 we 11 July 2026].
However, sales of other coconut water brands are also surging. Rebel Kitchen, for example, has seen its sales climb by 52.3% to £6.9m, on volumes up 57%.
Innocent, meanwhile, is making a major push into coconut water, having debuted a new single-serve 500ml format in April. Sales of its coconut water products have climbed 225% to £4.7m, on volumes up 257%.
Innocent is relying heavily on promotions to drive sales growth, with its average price per litre sold in the past year sitting at £2.30, below that of Vita Coco and Rebel Kitchen at £2.71 and £3.64 per litre respectively.
The brand’s one-litre Coconut Water is currently available on Tesco Clubcard and Sainsbury’s Nectar Card for £2, less than half of its £4.30 shelf-edge price. It is also currently on a time-limited promotion for £2 in Morrisons.
Rebel Kitchen, by contrast, commands the highest average selling price per unit and highest price per litre in the category.
Unlike Vita Coco and Innocent, its coconut water is shipped and sold exclusively chilled in retailers including Waitrose, Sainsbury’s, Tesco and Ocado.
UPF backlash
Rebel Kitchen had enjoyed its best-ever sales month this June, with sales up 120% and 76% in the last four and 12 weeks respectively, said Adam Draper, MD at Rebel Kitchen owner Nurture Brands.
“There has been a UK consumer groundswell around functional hydration as well as a demand for natural products in the backlash against UPFs,” said Draper. “Our coconut water sits in the intersection of these two, being 100% pure coconut water, minimally processed using high-pressure processing, with the added benefit of micronutrients like naturally occurring potassium.
“Our record market share shows there’s a growing appetite for better taste, greater freshness and minimally processed products, and we believe we’re still only scratching the surface of the opportunity.”
The growing mainstream appeal of coconut water prompted Tropicana to launch a duo of chilled juices with coconut water, magnesium and vitamins earlier this year.
The brand’s Hydrate+ Pineapple with Coconut Water and Hydrate+ Mango with Coconut Water contain just 29% coconut water and 61% apple juice, however.
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