It’s made some savvy product decisions to keep hold of this top spot. The Vita Coco brand has diversified to accommodate developing consumer priorities by including additional health and sustainability focused beverages. It’s also riding the recent canned-cocktail craze through a partnership forged with Diageo’s Captain Morgan. And, perhaps most importantly, it hasn’t meddled much with its prices in spite of the economic downturn.

Analysts predict this budget-friendly approach will see the top-tier company performing well in the event of a recession. Certainly, it will also give the company a boost in a market where coconut water is considered a premium beverage. There are whispers that Zico might be returning to the game - but this old rival will have a lot of catching up to do, especially off the back of a post-IPO secondary offering that has bolstered Coco's value.