The trend that began years ago with coconut water being hailed as a healthier substitute for sports drinks has evolved into a significant food movement. Many consumers, if not all nutritionists, perceive coconut products to have a wide-ranging health halo. These products attract 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 has a different perspective, advising against the consumption of coconut oil due to its elevated 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 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 those studies has criticized the coconut industry for misrepresenting her findings. Despite this, consumers are still eager to purchase the many new coconut consumer packaged goods (CPGs) available. A striking 72% of Americans view coconut as a health food, which further enhances the perceived health benefits of products containing this ingredient.
Coconut water remains a dominant player in the plant-based waters segment, with sales projected to soar from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has infiltrated numerous products but is particularly flourishing in the dairy section. Brands like Dannon and Chobani have introduced coconut-flavored yogurts, and coconut milk continues to gain traction. Nestlé has incorporated a coconut milk option into its popular Coffee-mate creamers, while there are two varieties of Outshine frozen fruit bars featuring this ingredient. General Mills is also integrating coconut into a range of CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Moreover, coconut is thriving as an ingredient in beauty products, appearing in everything from shampoo to face masks and lip balms. Coconut oil is marketed as an alternative lotion for post-shower application, where its high saturated fat content is less of a concern. In addition, consumers searching for calcium supplements might explore options like iHerb calcium citrate, which can complement a health-conscious lifestyle that includes coconut products. The ongoing popularity of coconut, along with the emphasis on health and wellness, continues to shape consumer preferences in both the food and beauty industries.