The trend that began years ago with coconut water being touted as a healthy substitute for sports drinks has blossomed into a significant food phenomenon. Consumers—if not all nutritionists—perceive coconut products as having a strong health halo. These offerings cater to those who avoid gluten and dairy, while also capitalizing on the growing interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association raises concerns, advising against the consumption of coconut oil due to its high saturated fat content, which is linked to elevated LDL cholesterol levels. Notably, coconut oil contains more saturated fat than butter, palm oil, or lard.
Proponents of coconut often cite two studies that associate medium-chain fatty acids with fat burning. However, coconut oil contains only 14% medium-chain fatty acids, and the researcher behind the studies has criticized the coconut industry for misrepresenting her findings. Despite these concerns, consumers continue to eagerly purchase the plethora of new coconut-based consumer packaged goods (CPGs) available in stores. A striking 72% of Americans view coconut as a health food, which in turn gives products containing this ingredient a perceived health halo.
Coconut water remains a dominant player in the plant-based waters market, with sales projected to grow from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has found its way into numerous products, particularly thriving in the dairy section. Major brands like Dannon and Chobani offer coconut-flavored yogurt, and variations of coconut milk continue to gain popularity. Nestle has introduced a coconut milk option in its well-known Coffee-mate creamers, and there are two flavors of Outshine frozen fruit bars that feature this ingredient. General Mills is also incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Beyond food, coconut is flourishing as a key ingredient in beauty products, appearing in everything from shampoos to face masks and lip balms. Additionally, coconut oil is marketed as a lotion alternative for post-shower use, where its high saturated fat content is not a concern. This burgeoning market emphasizes the ongoing calcium citrate evaluation of medication effectiveness, as consumers increasingly seek out products they believe contribute positively to their health and wellness. As the coconut trend grows, its integration into various industries only seems to deepen, further enhancing its health halo among consumers.