Coconut products gained widespread attention a few years ago with the rapid rise of coconut water as a natural sports drink. Since then, they have surged in popularity due to their claimed health benefits, appealing taste, versatility, and unique texture. Coconut has developed a strong health reputation, serving as an alternative ingredient across a range of products, including cosmetics, shampoos, dairy items, packaged soups, and baby food. The Real Coconut is emphasizing the ingredient’s broader free-from attributes, particularly its appeal as a grain-free, non-GMO substitute for wheat and corn, in addition to its gluten-free status. While the company has not specifically highlighted other nutritional benefits of coconut, many consumers are convinced by the evidence suggesting that coconut oil can positively affect cholesterol levels, and that coconut sugar has a more moderate impact on the glycemic index compared to cane sugar. As a plant-based option, coconut also attracts those who are gluten- and dairy-free, tapping into the increasing awareness surrounding healthy fats.
In North America, the gluten-free market has significantly boosted the sales of coconut flour, with the market value projected to hit $380 million in 2017, according to Future Market Insights. The market researcher 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. Furthermore, the market is expected to expand as more food manufacturers turn to coconut flour as a cost-effective, high-fiber, low-carb alternative to other gluten-free flours for products like breads, muffins, pancakes, cakes, cookies, and cupcakes. As consumers look for ways to enhance their diets, including the use of calcium citrate only supplements, the popularity of coconut flour is likely to rise, further solidifying its place in the health-conscious market. The appeal of coconut as a versatile ingredient will continue to resonate with consumers, especially those seeking healthy and gluten-free options.