As global demand for healthy, natural beverages continues to rise, the coconut market is quickly growing, especially in Europe. Driving this transformation is a shift toward convenience, freshness, and branding. We spoke with our coconut product manager to understand how these changes are shaping our approach and what’s next for our Puro Gusto coconut line. Including our easy to open and young diamond coconut.
“Traditionally, we worked mostly with brown coconuts.” he explains. “These are mature, easier to handle and store. But over time we’ve seen a clear shift in what consumers are looking for: convenience.” Today’s consumers, particularly younger ones, want easy, ready-to-drink options. “People don’t have time to deal with tools or complicated preparation, they want something they can grab, open, and enjoy,” he says.
This has led to a growing demand for fresh coconuts that are available year-round and require little to no effort to consume.
Our latest offering under the Puro Gusto brand answers that demand. “Our coconut is easier to open and better suited for the drink market.” he explains. “It has less meat than Thai coconuts, which are harder to open and more intended toward eating. We’ve focused on the drinking experience, pure coconut water, fresh and clean.”
Another advantage is the shelf life. “With good packaging you have optimal preservation,” he notes. “That’s why we decided to start with our own brand packaging.”Despite challenges like rising sea freight costs, the market remains competitive. “Coconut prices are high, largely due to shipping,” he says, “but we’re seeing strong demand, especially in Europe while Vietnam is gaining ground thanks to availability and quality.”
Adding to this momentum is the growing interest in wellness and functional hydration. Coconut water is naturally rich in electrolytes like potassium and magnesium, which makes it especially appealing to health-conscious consumers. It’s becoming a go-to drink for people who are into fitness, wellness, or just looking for a natural alternative to sugary sports drinks.
“To expand our coconut line we are currently exploring soft-peeling green coconuts and packaging alternatives, with less plastic without reducing quality and shelf life for the future,” he adds. “There’s definitely space for innovation, not just with the coconut itself, but with how it’s presented to consumers.”
One of the most exciting developments is the move toward selling directly under our own brand. “We’re seeing more growth in Europe, and consumers are becoming more familiar with fresh coconut. Having our own brand lets us connect more directly and build loyalty in a growing market.”
With logistics, a focused product range, and a clear understanding of market trends, Puro Gusto is well positioned to meet the growing demand for fresh, ready-to-enjoy coconuts across Europe.
