# Vita Coco Sets First-Quarter 2027 Start for Retail Price Increases By John Kim Canonical URL: https://www.tokenpost.com/news/business/38825 Published: 2026-10-23T08:23:04.000Z Updated: 2026-10-23T08:23:04.000Z Section: Business > The company expects fourth-quarter gross margin to fall to about 33% from 38% in the third quarter as freight and transportation costs weigh on results. Vita Coco expects price increases already communicated to retailers to take effect in the first quarter of 2027, setting a clearer timetable for changes as freight and transportation costs weigh on the beverage maker’s margins. Corey Baker, chief financial officer and interim chief accounting officer, gave the timing on the company’s Oct. 22 earnings call. “We have communicated to retailers pricing increases to take effect in Q1 of 2027,” Baker said. The company described the timing as early 2027 in its quarterly release. The announcement sets the quarter but not an exact start date. Vita Coco did not disclose the size of the planned increases or specify which products or markets will be affected. The changes are intended to address structural costs, but may not fully cover freight expenses if they remain at current peak levels. Margin forecasts show the pressure expected before the pricing actions take effect. Vita Coco reported a gross margin of 38% for the third quarter and expects about 33% in the fourth quarter. Its full-year outlook assumes a gross margin of about 40%. Higher costs of goods and the wait for price actions until early 2027 weigh on the fourth-quarter projection. The pricing update follows a quarter in which Vita Coco’s net sales reached $243.8 million, up 34% from a year earlier. Sales of Vita Coco Coconut Water rose 15%, while Private Label sales increased 152%. Organic net sales growth, excluding Copra, was 18%. Vita Coco also raised its 2026 net sales outlook to $810 million to $820 million, from a previous range of $790 million to $805 million. It expects adjusted EBITDA of $170 million to $175 million, compared with prior guidance of $154 million to $161 million. The [raised 2026 outlook]() was announced with the third-quarter results. The company has not provided a more specific effective date within the first quarter or disclosed the increases by product or market. Its stated pricing window is Q1 2027. ## Links in this article - [raised 2026 outlook](https://www.tokenpost.com/news/business/38418)