--- title: "Food and beverage benchmarks from annual reports" description: "What 5 US-listed companies selling coffee, drinks, pantry food and food gifts report: a median gross margin of 37.9%, from 34.6% to 48.0%. Read 13 October 2026." url: https://offersuite.io/benchmarks/food-and-beverage updated: 2026-10-13 --- # Food and beverage benchmarks from annual reports What 5 US-listed companies selling coffee, drinks, pantry food and food gifts report: a median gross margin of 37.9%, from 34.6% to 48.0%. Read 13 October 2026. Gross margin, food and beverage: gross profit over revenue in each company's latest annual report. 1. Zevia 48.0% 2. 1-800-Flowers.com 38.0% 3. Laird Superfood 37.9% 4. The Vita Coco Company 36.5% 5. Black Rifle Coffee (BRC Inc.) 34.6% Median 37.9%, marked on each bar. What each annual report states. A dash: the report gives no such figure. | Company | [Gross margin](https://offersuite.io/benchmarks/gross-margin) | [Average order value](https://offersuite.io/benchmarks/average-order-value) | [Return rate](https://offersuite.io/benchmarks/return-rate) | [Subscription share of sales](https://offersuite.io/benchmarks/subscription-share) | [Fulfilment cost as a share of sales](https://offersuite.io/benchmarks/fulfilment-cost) | | --- | --- | --- | --- | --- | --- | | Black Rifle Coffee (BRC Inc.) BRCC [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1891101/000189110126000022/brcc-20251231.htm) | 34.6% Revenue $398.3 million, gross profit $137.9 million | Not stated | Not stated | Not stated | Not stated | | Zevia ZVIA [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1854139/000143774926005601/zvia20251231_10k.htm) | 48.0% Revenue $161.3 million, gross profit $77.4 million | Not stated | Not stated | Not stated | Not stated | | The Vita Coco Company COCO [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1482981/000148298126000022/coco-20251231.htm) | 36.5% Revenue $609.8 million, gross profit $222.6 million | Not stated | Not stated | Not stated | 2.9% | | Laird Superfood LSF [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1650696/000143774926010369/lsf20251231_10k.htm) | 37.9% Revenue $49.9 million, gross profit $18.9 million | Not stated | Not stated | Not stated | 10.7% | | 1-800-Flowers.com FLWS [Form 10-K for the year ended 28 June 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1084869/000108486926000029/flws-20260628.htm) | 38.0% Revenue $1.50 billion, gross profit $571.3 million | Not stated | Not stated | Not stated | Not stated | ## What the filings state Beyond the income statement, these are the figures the reports give, in their own words. - **The Vita Coco Company: fulfilment cost as a share of sales 2.9% (shipping and handling)** Shipping and handling costs were $17,424, $13,100 and $13,261 for the years ended December 31, 2025, 2024, and 2023 [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1482981/000148298126000022/coco-20251231.htm) - **Laird Superfood: fulfilment cost as a share of sales 10.7% (shipping and handling)** Shipping and handling costs totaled $5,341,523 and $5,189,469 for the years ended December 31, 2025 and 2024 [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1650696/000143774926010369/lsf20251231_10k.htm) ## Use these figures Open a calculator with this vertical’s figures already entered, then replace them with your own. - [Free shipping threshold calculator, at this vertical's median gross margin](https://offersuite.io/calculators/free-shipping-threshold?productMargin=37.9) 37.9% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours. - [Gift with purchase calculator, on coffee brands' figures](https://offersuite.io/calculators/gift-with-purchase-profit?price=40.00&unitCost=12.00&giftCost=4.00&refundRate=5) $40.00 bag of coffee, unit cost $12.00, a mug at $4.00, 5.0% refund reserve. Offers priced on these costs, with their sources and the offer document for each: - [Bundle pricing for coffee brands](https://offersuite.io/playbooks/bundle-pricing-for-coffee-brands) - [Subscribe-and-save discounts for coffee brands](https://offersuite.io/playbooks/subscribe-and-save-discount-for-coffee-brands) - [Gift with purchase for coffee brands](https://offersuite.io/playbooks/gift-with-purchase-for-coffee-brands) - [Free shipping threshold for coffee brands](https://offersuite.io/playbooks/free-shipping-threshold-for-coffee-brands) - [Quantity discounts for coffee brands](https://offersuite.io/playbooks/quantity-discounts-for-coffee-brands) - [Buy 2, get 1 free for coffee brands](https://offersuite.io/playbooks/buy-2-get-1-free-for-coffee-brands) - [First-order subscription discounts for coffee brands](https://offersuite.io/playbooks/first-order-subscription-discount-for-coffee-brands) - [Tiered gifts with purchase for coffee brands](https://offersuite.io/playbooks/tiered-gifts-for-coffee-brands) - [Sample-to-subscription offers for coffee brands](https://offersuite.io/playbooks/sample-to-subscription-for-coffee-brands) - [Buy two, get another product free for coffee brands](https://offersuite.io/playbooks/buy-x-get-y-across-products-for-coffee-brands) ## How to read them Gross profit divided by revenue, both from the income statement of the annual report. Companies differ in what they put in cost of sales: some include store occupancy, warehousing or shipping to the customer, others report those below gross profit. Read a company's margin next to its own accounting policy before comparing two. The median of these 5 companies is 37.9%, between Black Rifle Coffee (BRC Inc.) at 34.6% and Zevia at 48.0%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs. ## Embed this chart Paste this where you want the chart. It carries its sources and a link back to this page. **Show the embed code** ``` ``` ## Related - [Benchmarks **DTC benchmarks from public filings** Gross margin, order value, returns, subscription share and fulfilment cost at 60 US-listed consumer companies, each figure linked to its annual report.](https://offersuite.io/benchmarks) - [Calculator **Free shipping threshold calculator** Price a free-shipping threshold with the shipping you give away on orders that already reach it, and the share of smaller orders that must top up to pay for it.](https://offersuite.io/calculators/free-shipping-threshold) - [Calculator **Gift with purchase profit calculator** What a free gift costs per order, after its unit cost, its extra pick and its handling, and how much conversion it has to add to pay for itself.](https://offersuite.io/calculators/gift-with-purchase-profit) - [Playbook **Bundle pricing for coffee brands** Packs of one, two and three for coffee brands, priced by the margin engine on sourced costs: margin per order and the conversion each pack can lose.](https://offersuite.io/playbooks/bundle-pricing-for-coffee-brands) - [Playbook **Subscribe-and-save discounts for coffee brands** A subscribe-and-save offer for coffee brands on sourced costs: first-order and renewal margin, and profit per subscriber at three retention rates.](https://offersuite.io/playbooks/subscribe-and-save-discount-for-coffee-brands) - [Benchmark **Gross margin of consumer brands, from annual reports** The gross margin 60 US-listed consumer companies report: a median of 48.4%, from 28.1% (PetMed Express) to 79.4% (ThredUp). Each links to its filing.](https://offersuite.io/benchmarks/gross-margin)