Question · Q3 2025
James Ronald Salera inquired about the composition of The Vita Coco Company's growth, specifically if multipacks indicate increased purchases by existing households, and whether upcoming inclusion in modern hydration sections would attract new households or re-engage lapsed customers.
Answer
CEO Martin Roper explained that the multipack strategy aims to increase value, velocity, and pantry stock, partly driven by strong club channel performance. He estimated that the company's overall growth is balanced, with approximately half coming from new households and half from increased consumption by existing households. He declined to provide 2026 gross margin guidance, citing numerous moving pieces related to tariffs and other factors.