“We’re seeing that reflected in strong performers on Keychain’s platform, including Vita Coco Original Coconut Water, which is delivering solid revenue alongside steady growth, and Coconut Water 100’s Pure Coconut Water, which is also gaining strong momentum,” he continues.

Vita Coco expanded its lineup of Coconut Juices in 2025 with the release of Piña Colada with pulp.
Image courtesy of Vita Coco

According to Circana data for total U.S. multi-outlets for the 52 weeks ending April 19, the shelf-stable bottled other fruit juice segment, which include coconut water brands, generated $165.2 million in sales, a 27.7% increase. Vita Coco, the leading brand in the segment, registered $34.7 million in sales, a 22.2% increase.

The refrigerated all other fruit juice segment, which includes coconut and other plant water brands, saw sales reach $221 million for the 52 weeks ending April 19, an 8.4% increase. Harmless Harvest led the segment with sales of $105 million, a 1.7% decrease.

Madoff notes that diet and lifestyles trends have played a role in the category’s popularity.

“Plant-based diet trends have definitely been a meaningful driver for the category,” he says. “As consumers become more intentional about what they eat and drink, they're leaning toward beverages that feel more natural, with simple, recognizable ingredients and clean-label positioning. More recently, social media influencers have further amplified health and wellness-focused lifestyles, and plant waters sit squarely at the center of those preferences.”

Madoff explains that this goes beyond just diet preferences.

“It reflects a broader lifestyle orientation toward wellness, sustainability, and mindful consumption, particularly among millennials and Gen Z,” he says. “For many of these consumers, choosing a plant water isn’t just about hydration ― it’s an expression of their values and overall way of living.”

Planting success

Although plant waters are comprised of a variety of options, one in particular has stood out in market.

“Coconut water is by far the biggest segment in the U.S. plant water category, and it has been for some time,” Madoff says. “It’s benefited from years of mainstream visibility, wide retail distribution, and strong consumer familiarity, which gives it a clear edge over newer categories in the space.”

Once Upon a Coconut entered into a strategic partnership with L.A. Libations last year.
Image courtesy of Once Upon a Coconut

Given coconut water’s established presence, Madoff notes that this has allowed the segment to emerge in culturally relevant ways.

“For example, Vita Coco staged a Y2K-themed pop-up in a New York City mall just last year, tapping into growing nostalgia for 2000s fashion and aesthetics,” he says. “The activation included a collaboration with clothing brand Limited Too, alongside the launch of Vita Coco’s new Orange & Crème flavor.”

What also has supported coconut water dominance is its broad appeal with athletes, wellness-focused shoppers and everyday hydration needs being fulfilled by it, Madoff notes.

Coconut water also has benefited from brands expanding in-store presence. Late last year, Once Upon a Coconut (OUAC) announced a strategic partnership with L.A. Libations (LAL), a beverage incubator and accelerator for national growth to expand retail presence.

With LAL’s support, OUAC is strengthening its national footprint, including a national launch in all 2,300-plus Albertsons stores, which began March 1. The brand also saw continued growth in Sprouts Farmers Market, with LAL supporting its presence across the retailer. Together, the companies will strengthen retailer relationships, broaden OUAC’s direct store delivery (DSD) footprint, and execute long-term investment strategies designed to scale the brand nationwide, they stated.

“This partnership is about more than distribution, it's about unlocking the full potential of Once Upon a Coconut,” said John Chiorando, CEO of Once Upon a Coconut, in a statement at the time of the announcement. “With L.A. Libations by our side, we’re taking the next big step toward making our brand a household name, while staying true to our mission of offering better-for-you hydration and giving back to communities everywhere.”

Beyond coconut water, the plant water market still has seen other options deliver on functional and reduced-sugar needs.

“Beyond coconut water, a few other categories are starting to gain real momentum,” Keychain’s Madoff says. “Cactus water is definitely one to watch. Caliwater Cactus Water is topping sales on TikTok right now, which speaks to both its visual appeal and its positioning as a functional, low-sugar option. Pricklee Original Prickly Pear Cactus Water is also performing well.

“Watermelon water is another bright spot, with Mela Original Watermelon Water showing solid growth on Keychain's platform,” he continues. “Maple water is also carving out a niche, with brands like Drink Maple introducing flavored varieties like Raspberry Lemon Maple Water, making the format more approachable to try.”

And like many other beverage categories, plant waters has seen an emergence of hybrid plant water creations, which are helping expand the category’s consumer reach.

“Hybrid beverage trends are helping plant waters reach consumers who might not have considered them otherwise,” Madoff says. “As shoppers increasingly look for drinks that deliver multiple benefits ― like hydration, energy, recovery and flavor ― plant waters serve as a natural base for added functionality. We’re already seeing this show up in emerging formats like powdered hydration packets. Laird’s Superfood Coconut Water + Electrolyte Drink Supplements is a great example.”

Madoff adds that the inherent functional properties within plant waters, make them ideal to pair with add-ons such as electrolytes and protein.

These attributes suggest a positive outlook for plant waters, Madoff notes, as he prognosticates growth to likely remain steady.

“The category is well aligned with where consumer preferences are heading, and that’s toward natural ingredients, functional benefits, and beverages that make people feel good when they drink them,” he says. “Social media will continue to be a key discovery channel, and we expect more brands to lean into it as a growth lever.

“We also anticipate continued innovation in flavors and hybrid formats as brands look to broaden their appeal beyond health-focused core consumers,” he concludes. “New plant-based sources are likely to emerge as brands search for the next breakout ingredient. Those that combine strong functional positioning with great taste and visual appeal will be best positioned to lead.”