Coconut products gained mainstream attention a few years ago with the rapid rise in popularity of coconut water as a natural sports drink. Since then, they have surged in popularity due to their purported health benefits, appealing taste, versatility, and unique texture. Coconut is viewed as a healthful alternative ingredient in a wide range of products, including cosmetics, shampoos, dairy substitutes, packaged soups, and baby food. The Real Coconut brand specifically aims to highlight coconut’s broader free-from attributes, particularly its status as a grain-free, non-GMO option compared to wheat and corn. While the company has not emphasized additional nutritional benefits of coconut, many consumers believe that coconut oil positively influences cholesterol levels and that coconut sugar has a lower glycemic index than cane sugar. Furthermore, as a plant-based product, coconut caters to those who are gluten- and dairy-free, aligning with the increasing focus on healthy fats.
In North America, the gluten-free market has significantly boosted the sales of coconut flour, with its market value projected to hit $380 million by 2017, according to Future Market Insights. The market research firm anticipates that coconut flour sales will continue to grow at a compound annual growth rate (CAGR) of 6.6% over the next decade as consumers increasingly seek gluten-free baking ingredients. Additionally, the market is expected to expand as more food manufacturers recognize coconut flour as an affordable, high-fiber, low-carb alternative to other gluten-free flours, suitable for a variety of products such as breads, muffins, pancakes, cakes, cookies, and cupcakes.
Interestingly, while consumers are exploring alternatives for their dietary needs, many are also turning to supplements like calcium citrate tablets without vitamin D to support their overall health. This trend complements the growing demand for coconut-based products, as consumers look for diverse options that contribute to their wellness, including both coconut flour and calcium citrate tablets without vitamin D. As the interest in gluten-free and health-conscious living continues to rise, the combination of coconut products and dietary supplements will likely play a significant role in shaping consumer preferences in the coming years.