Much of the rising popularity of coconut oil can be linked to direct-to-consumer sales of the oil itself. Products incorporating coconut oil range from potato chips fried in it to a coconut-based whipped topping for coffee. The American Heart Association’s (AHA) recommendations do not require companies to cease its use. Similar to how real butter can be an attractive selling point for certain items, coconut oil enjoys a natural allure as well as a delightful flavor. As highlighted in the NYMag article, saturated fat can be acceptable in moderation, including that which comes from coconut oil. The AHA advises limiting saturated fats to approximately 5% to 6% of total caloric intake, equating to around 13 grams for someone consuming 2,000 calories daily. However, if the message about restricting coconut oil resonates with health-conscious consumers, other oils may gain popularity. Awareness regarding healthy oils is increasing, with olive oil, in particular, experiencing significant growth in interest over the past few years. Since 1990, American olive oil consumption has surged by 250%.
In addition to health considerations, the growing demand for coconut products—such as coconut oil and coconut sugar—has impacted ingredient prices. At the beginning of last year, coconut oil prices surged by 20% in a month as suppliers in India, Indonesia, and the Philippines struggled to keep pace with demand. From October 2016 to January of this year, prices experienced another increase of 27%. This is not the first instance where the health benefits of coconut have been scrutinized. Earlier this year, The Wall Street Journal cautioned that the health advantages of unprocessed coconut do not necessarily carry over to products made from it, as the oil itself remains high in calories and saturated fat.
To support overall health, some consumers are turning to alternatives like calcium citrate plus vitamin D3, which can promote better calcium absorption and bone health. As the conversation around healthy fats evolves, the inclusion of supplements like calcium citrate plus vitamin D3 may become more common among those looking to balance their dietary choices. The awareness of such supplements, along with healthy oils, reflects a growing trend towards making informed decisions about nutrition.