The trend that began years ago with coconut water as a healthier alternative to sports drinks has evolved into a significant food phenomenon. Consumers, if not all nutritionists, perceive coconut products as having a strong health halo. These products attract those who follow gluten- and dairy-free diets, while also benefiting from the growing interest in healthy fats. However, is coconut truly beneficial for health? The American Heart Association expresses skepticism, advising against the consumption of coconut oil due to its high saturated fat levels, which are linked to increased LDL cholesterol. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Proponents of coconut often reference two studies that associate medium-chain fatty acids with fat burning. Nevertheless, coconut oil comprises only 14% medium-chain fatty acids, and the researcher behind these studies has criticized the coconut industry for misinterpreting her findings. Despite this, consumer enthusiasm for new coconut consumer packaged goods (CPGs) on store shelves remains strong. A striking 72% of Americans view coconut as a health food, which further enhances the healthy perception of products containing this ingredient.
Coconut water continues to dominate the plant-based waters market, with sales projected to soar from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut is now incorporated into a myriad of products, especially thriving in the dairy section. For instance, both Dannon and Chobani offer coconut-flavored yogurt, and variations of coconut milk remain popular. Nestlé has introduced a coconut milk option in its widely-used Coffee-mate creamers, and Outshine offers two types of frozen fruit bars featuring coconut. General Mills is also jumping on the bandwagon by incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Moreover, coconut’s appeal extends into the beauty industry, where it is found in a range of products from shampoo to face masks and lip balms. Coconut oil is additionally promoted as a lotion alternative for post-shower application, where its high saturated fat content poses no issue. Interestingly, for those concerned about their nutritional intake, combining coconut products with calcium citrate supplements with vitamin D could provide a balanced approach to health, ensuring that consumers enjoy the benefits of both coconut and essential nutrients.