Case Study: Vita Coco achieves rapid consumer insights to define the right occasions for coconut water with Toluna

Vita Coco - Customer Case Study

Vita Coco, a fast-growing coconut water brand, needed to react quickly to a competitive, trend-driven category and define the right occasions for consumption. To do this they partnered with Toluna, using Toluna QuickSurveys and Toluna’s real-time research platform to rapidly reach consumers and surface occasion-specific benefits.

Toluna delivered a flexible, fast research solution over three years that identified key occasions (electrolytes for post-workout hydration; natural sugars for afternoon pick-me-ups and morning refreshment), revealed a large cohort trading up from traditional beverages to premium natural options, and showed the need for behavioral rather than demographic targeting. Toluna’s insights helped Vita Coco sharpen market and messaging priorities, improve targeting, and focus marketing programs to drive better brand consideration and top-of-mind awareness.

Vita Coco

Charles Van Es

Vice President of Marketing