Frieda’s Branded Produce Announces Coconut Growth Outpaces the Tropical Category

ANAHEIM, CA - Shoppers are going coo-coo for coconuts. Fresh coconuts are growing four times faster than the entire tropical fruit category, with coconuts up over 17% in volume while the tropical category is up 5%. Despite the industry-wide focus on mango growth within the tropical category, coconuts are now outpacing mango volume growth year-over-year.

Coconuts are at the intersection of tropical growth and functional foods; two winning trends that have consumers spending more dollars. Coconuts provide consumers with hydration, healthy fats like medium-chain triglycerides (MCT) in addition to versatility. They provide retailers with performance growth across the board. The coconut category is ready to be prioritized, but the rising demand isn’t always apparent on shelves.

Coconuts remain undervalued despite retail performance. They are inconsistently merchandised, and education is lacking. Many varieties are available, all with different use cases and benefits. Suppliers who provide segmentation support to retailers will be the point of access for consumers who want more coconuts.

This category is misunderstood, and that’s why suppliers like Frieda’s have worked hard to turn this quiet commodity into a hot category.

According to the recent release, Frieda’s is the #1 brand of coconut in the U.S., with all of their coconut SKUs outperforming their competitors.

Frieda’s is the primary growth driver, showing 74%-unit growth year over year as the largest coconut brand in the U.S. They are delivering higher productivity at retail, increasing velocity over 30 percent, year over year.

What does this mean?

Frieda’s branded coconuts don’t need extensive merchandising support or ad promotions to drive sales. Their easy-to-recognize branding already cuts through the sensory clamor of a busy produce section, creating less thinking and more purchasing.

Frieda’s line of coconuts brings clarity to consumers based on their needs, and their amazing flavor transports them to a tropical destination:

• Alohas™ Ready-to-Break Coconuts are pre-scored brown coconuts with delicious meat, perfect for eating.
• Tikis® Drinking Coconuts are traditional young coconuts. Open to drink the water and scoop out the jelly-like flesh. The coconut itself makes a perfect serving vessel.
• Hulas™ Ready-to-Drink Coconuts are young coconuts with a popular easy-open mechanism for consumers who want the freshest coconut water on the go.
• Sillies™ Pop-top Party Coconuts are young drinking coconuts sold as a two-count party pack, designed for sharing fresh coconut water at celebrations, get-togethers, and group occasions.

Frieda’s makes coconuts easier to understand, easier to shop for and more likely to convert curious customers.

Make It Grow.

Frieda’s makes coconuts easier to understand, easier to shop for, and more likely to convert curious customers. For retailers looking to capitalize on this next phase of growth, contact Frieda’s to strengthen your coconut program and better serve your business and consumers.

^{Source: Circana, Total U.S. multi-outlet (MULO), latest 52 weeks ending Jan. 25, 2026}