CocoCoast eyes Amazon UK launch in British market push

CocoCoast is preparing to launch its products nationally on Amazon UK as part of its push into the British market.

The Australian coconut water producer plans to use Amazon to build local sales data, repeat-purchase figures and rate-of-sale evidence before seeking broader listings with major UK retailers. It is also expanding its UK distribution network through Windfall Logistics, which supplies brands including Reese's, Hershey's and Jack Daniel's.

The company sells about 50 million cans a year across 20 international markets and said sales rose 53% over the past year. UK and European sales still account for only a small share of the business, but the region is central to its growth plans.

CocoCoast is targeting annual global revenue of AUD $200 million within five years, with the UK and Europe expected to contribute AUD $60 million, or about GBP £32 million. Over the same period, it aims to secure distribution in more than 7,500 retail outlets across the UK and Europe and expand into more than 20 European markets.

Retail push

CocoCoast is in talks with large retail groups as it seeks a wider high street presence. Its immediate strategy is to combine a national eCommerce launch with growth in grocery, convenience, hospitality and independent retail channels.

Damian Russell, Co-Founder of CocoCoast, said Amazon offers a way to build the local trading history retailers now expect from new suppliers.

"Amazon gives us national reach and allows us to build that evidence, while expanding our distribution network gives us another way of reaching consumers across different channels. Once we have that local sales history, it gives us a much stronger platform for wider retail conversations," said Russell.

He said the business is focused on proving sustained demand rather than winning listings for their own sake.

"The objective is not to get onto as many shelves as possible and call that success. What retailers want to see is evidence that consumers are buying the product, coming back to it and that it can achieve a sustainable rate of sale," said Russell.

Category growth

The UK coconut water market has grown quickly, helped by strong summer demand and broader consumer interest in hydration drinks. Market data cited by the company shows UK coconut water sales rose 51% year on year over the latest 12 weeks and 37% across the full year, with growth reaching 56% over the latest four weeks.

Industry forecasts put the UK coconut water market at about GBP £350 million this year, rising to around GBP £1.3 billion by 2033. That implies annual growth of about 21% over the period.

Russell said the British market stands out for both current momentum and longer-term growth.

"The heat clearly accelerated demand during the summer, but the full-year growth and longer-term forecasts suggest this is much bigger than a weather-driven spike. We have grown more than 50% in the past year and have a clear ambition to build an A$200 million global business, so the question for us is where the next major growth markets are going to come from. The UK stands out because it has a category already growing rapidly, a strong longer-term outlook and consumers increasingly looking for more choice. A market growing at more than 20% a year creates room for new products and new consumers rather than brands simply competing over the same existing customer base," said Russell.

Product range

CocoCoast describes itself as having the largest coconut water range in the market, with 17 products spanning pure, flavoured and sparkling varieties. Flavours include mango, lychee and raspberry.

The company argues that flavour choice can help attract consumers interested in coconut water who do not like the taste of more traditional products. Consumer research cited by the business found that 85% of consumers identified taste as a reason for choosing a soft drink, while 36.5% said better taste would make them switch brands. The same research found that 35% of UK consumers choose soft drinks based on health benefits, rising to 57% among those aged 25 to 34.

Russell said repeat purchase depends on taste rather than health claims alone.

"Function may get someone interested in coconut water, but taste is what determines whether they buy it again," said Russell.

In separate blind testing involving more than 200 UK consumers, CocoCoast said its drinks ranked first for taste and purchase intent against other coconut water products tested, with two in three participants saying they liked the flavour.

CocoCoast said it already moves about 25 million litres of product a year globally, which it believes gives it capacity to support a larger British operation as distribution grows. It has also secured Non-UPF certification across its full 11-product portfolio, which it said makes it the first coconut water range to gain that certification globally.

"We are already moving around 25 million litres annually, so this is not about testing whether we can manufacture or supply at scale. The question is how much depth we can build in Britain as the category develops," said Russell.