Data Sources & Methodology
Every number on this site, and exactly where it comes from
Hand this page to anyone who questions the deck. Each row lists the metric, the page it appears on, the underlying source (with a link where public), the formula we use, and how often it’s refreshed. Nothing on this dashboard is scraped or estimated without being flagged.
Filed / audited
SEC 10-K, company IR disclosures
Syndicated scan
SPINS / Circana MULO+C uploads
Trade press estimate
BevNET, Nosh, Beverage Industry
Internal assumption
Editable, source-noted on Market Sizing
Category sales, units, velocity, growth (Scoreboard)
| Metric | Where it shows up | Source | How we calculate it | Refresh |
|---|---|---|---|---|
| Weekly $ sales & units per brand | Scoreboard · The Full Scoreboard table + Revenue-by-Brand chart | SPINS / Circana (IRI) MULO+C syndicated scan data — uploaded weekly CSV https://www.spins.com/ | Sum of `dollars` and `units` from rows where source='category' in sales_data, over the 26-week window shown in the header. | Refreshed whenever a new CSV is uploaded on the Uploads flow. Window shown top-right of Scoreboard. |
| Velocity (units / store / week) | Scoreboard velocity column + Distribution-vs-Velocity scatter | Derived — sales_data ÷ competitors.retail_doors ÷ weeks | brand units (26 wks) ÷ retail doors ÷ number of weeks in window. Doors come from the Competitor Landscape table (see below). | Live — recomputed on every page load. |
| H2 vs H1 growth % | Scoreboard growth column | Derived from sales_data | ((units in second half of window − units in first half) ÷ units in first half) × 100. Window split in half by week count. | Live. |
Retail door counts (Competitors page & Scoreboard)
| Metric | Where it shows up | Source | How we calculate it | Refresh |
|---|---|---|---|---|
| Vita Coco doors (~140,000 US) | competitors.retail_doors | Vita Coco Company (COCO) 10-K FY24, p.6 — 'available in more than 140,000 US retail locations' https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&CIK=0001482981&type=10-K | Verbatim from filed 10-K. | Annual — check on next 10-K. |
| Trader Joe's stores (~575) | competitors.retail_doors (Harmless Harvest, private label) | Trader Joe's corporate FAQ https://www.traderjoes.com/home/about-us | Company disclosure. | Verify quarterly. |
| Costco warehouses (~600 US) | competitors.retail_doors (Kirkland Signature) | Costco Wholesale 10-K FY24 https://investor.costco.com/financial-information/sec-filings | Filed 10-K store count, US warehouses only. | Annual. |
| Whole Foods stores (~535) | competitors.retail_doors (Harmless Harvest) | Amazon / Whole Foods store locator + press https://www.wholefoodsmarket.com/stores | Store locator count. | Quarterly. |
| Sprouts stores (~415) | competitors.retail_doors | Sprouts Farmers Market Q3 2025 earnings release https://investors.sprouts.com/ | Investor deck store count. | Quarterly. |
Brand profile / positioning / pricing (Competitors + One-Pager)
| Metric | Where it shows up | Source | How we calculate it | Refresh |
|---|---|---|---|---|
| Public brand revenue (Vita Coco, ZICO) | competitors.est_revenue | SEC EDGAR filings — COCO 10-K, PepsiCo 10-K https://www.sec.gov/edgar/searchedgar/companysearch | Segment / brand disclosure where reported. ZICO was divested by Coca-Cola in 2020; PepsiCo relaunched in 2024. | Annual. |
| Private brand revenue (Harmless Harvest, C2O, Taste Nirvana) | competitors.est_revenue | BevNET, Beverage Industry Magazine, Nosh — trade press estimates https://www.bevnet.com/ | Trade press estimates. Flagged as ESTIMATE in the Competitors table when not from a filing. | Update when new trade coverage published. |
| Shelf price ($/unit) | competitors.price · One-Pager price ladder | Manual shelf survey — Whole Foods, Sprouts, Kroger, Amazon | Median observed retail price for the size shown in competitors.size_oz. Editable on the Competitors page. | Refresh monthly via a shelf walk. |
| Positioning / tier | competitors.tier, positioning | Editorial — categorized by us using brand marketing + BevNET profiles | Mass Market / Premium / Private Label / Emerging Import assigned by hand; fully editable. | Whenever positioning changes. |
Market Sizing (TAM / SAM / SOM)
| Metric | Where it shows up | Source | How we calculate it | Refresh |
|---|---|---|---|---|
| US coconut water TAM (~$2.4B) | market_assumptions.tam_usd | Vita Coco 10-K FY24 + Grand View Research US Coconut Water report https://www.grandviewresearch.com/industry-analysis/coconut-water-market | Category retail dollars reported by leader + third-party market sizing. Editable on Market Sizing page. | Annual. |
| Channel / region / functional % | market_assumptions.channel_pct, region_pct, functional_pct | INTERNAL ASSUMPTION — Coco Love go-to-market plan | Levers you set. TAM × channel% × region% × functional% = SAM. Adjust on Market Sizing page and add a source note per row. | Whenever plan changes. |
| SOM capture % | market_assumptions.som_capture_pct | INTERNAL ASSUMPTION — 3-year Coco Love plan | SAM × capture% = SOM. Default 3%. | Update with each planning cycle. |
One-Pager buyer math
| Metric | Where it shows up | Source | How we calculate it | Refresh |
|---|---|---|---|---|
| Suggested retail | One-Pager · The math | Derived from sales_data | avg retail = Σ dollars ÷ Σ units across all Coco Love sell-in rows (source ≠ 'trends' and ≠ 'category'). | Live. |
| Wholesale $ | One-Pager · The math | Derived | retail × (1 − retailer margin%). Retailer margin is editable at the top of the One-Pager. | Live. |
| Weekly $ per store | One-Pager · The math | Derived | velocity (units/store/wk) × retail price. | Live. |
| 4-week growth | One-Pager · KPI stat | Derived from sales_data (last 28 vs prior 28 days) | (units last 28d − units prior 28d) ÷ units prior 28d. | Live. |
What we do NOT source from
If a number can't be traced to one of the above, it doesn't ship
- No AI-generated market sizes. TAM is anchored to a filing or a named third-party report.
- No competitor revenue that isn’t either (a) in an SEC filing or (b) flagged as a trade-press estimate with the outlet named.
- No web-scraped social metrics. Anything on this site can be linked to a filing, a syndicated data feed we uploaded, or an internal assumption you can toggle.