The Hottest Vegan Milk Right Now Isn’t Milk At All: It’s Coconut Water

Walk into almost any café right now and the shift is unmistakable. Next to the oat and almond cartons in the back bar fridge is a new essential: coconut water. What started as a wellness aisle staple is now seeping into coffee culture, reimagined in smoothies, cold brews, and frothy matcha clouds. The appeal isn’t just novelty. It’s a balance of flavor, hydration, and a kind of breezy indulgence that feels perfectly tuned to what consumers are asking for.

Vita Coco

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According to Jane Prior, Chief Marketing Officer at The Vita Coco Company, coconut water’s versatility plays an essential role in its rise. “It works in smoothies, pairs seamlessly with coffee or matcha, and stands on its own,” she told VegNews. That flexibility means it can slot into an afternoon snack as easily as a morning pick‑me‑up, while delivering what café‑goers increasingly want: a drink that does something more than taste good.

A wellness movement in a cup

Functional beverages have taken over menus in recent years, and coconut water’s built‑in electrolyte profile makes it a natural star. Prior points out that Vita Coco in particular has more than three times the electrolytes compared to the leading sports drinks, “making it a great option for those with active lifestyles.” While lattes may fuel a morning, coconut water‑based drinks keep customers hydrated and energized throughout the day. That’s exactly the crossover point where wellness and indulgence meet—the café run becomes both a treat and a choice you can feel good about.

The embrace is visible everywhere, from niche chains to household names. Erewhon’s cult‑favorite Kluminator Smoothie taps coconut water for its light base, while Peet’s Coffee has tested a Coconut Water Cold Brew.

“Coconut water is one of the fastest growing beverage categories out there, so it’s a smart business move for cafés to differentiate themselves with offerings that leverage a product their consumers want and purchase outside the café,” Prior explains.

Because it can show up in cold brew, smoothies, or even matcha, cafés find themselves with one ingredient that spins out multiple menu items.

For Vita Coco, the role goes beyond supplying the product. For over 20 years, it has been the leader in the US coconut water category, and, Prior says, the company’s success comes in part from staying “nimble and open-minded” in how it introduces the product to consumers. Its collaborations do more than just move units; they spawn user‑generated content from customers recreating recipes at home, adding momentum to what’s already happening in cafés.

From niche hydrator to mainstream staple

What’s striking is how coconut water’s reputation has shifted. Once seen as a trendy alternative stocked mainly in boutique gyms or wellness stores, coconut water has become more mainstream in recent years. 

Prior points to Starbucks beginning to experiment with coconut water drinks as a moment the category tipped. “When a powerhouse like Starbucks starts featuring coconut water, it’s a massive signal that this once considered ‘trendy’ item has officially hit the mainstream,” she says. “This move marks a major shift from coconut water being a niche wellness product to becoming a core ingredient in everyday café culture.”

Starbucks

The momentum is reinforced by consumer behavior. People want the small rituals, such as the café run, but they’re also increasingly aware of what’s in their cup. Coconut water fits perfectly into that sweet spot. “We’re seeing a rise in ‘treat culture,’ where people seek out small, feel‑good moments, like a café run, but they’re also increasingly looking for better‑for‑you options,” says Prior. It’s indulgence and nutrients with flavor—a simple switch that resonates with how consumers think about health today.

The numbers mirror the buzz. The global coconut water market has surged in recent years, growing several times faster than the total beverage category. Analysts project it will more than double in value in the next decade, underscoring that this is no flash‑in‑the‑pan ingredient. Prior emphasizes that “unlike short‑lived fads, coconut water has proven staying power.”

The adaptable, wellness powerhouse

Part of its durability lies in its adaptability. Coconut water flexes between indulgent café creations and pared‑back, wellness‑forward formats. “Coconut water is appearing in both indulgent creations and clean, minimalist drinks,” Prior says. “Every café customer has a different go‑to order and health priorities, so of course cafés would want ingredients that can flex across a wide range of beverages.” That versatility is gold for recipe developers and menu planners, who gain options without overstocking ingredients.

Vita Coco

Unlike plant‑based milk or syrups that primarily alter flavor or texture, coconut water brings functional value. “Coconut water offers a functional twist to a typical coffee order, delivering functional benefits like naturally occurring electrolytes and nutrients while bringing a refreshing lightness to the drink,” says Prior. Beyond the menu, it also works in retail fridges, doubling as a grab‑and‑go option for consumers who want hydration on its own.

This dual role—an ingredient and a standalone product—helps explain why coconut water is being embraced differently than collagen or CBD‑infused lattes. It isn’t bound to one trend cycle. Instead, it’s reshaping what people expect from a café drink. “As functionality becomes a core expectation of beverages, coconut water is poised to become a universal ingredient across café menus,” Prior says. “We believe what we’re seeing now is likely only the beginning of a much larger shift in how consumers view their daily café drinks.”