Coconut products gained mainstream attention a few years ago with the surge in popularity of coconut water as a natural sports drink. Since then, they have become widely favored for their alleged health benefits, appealing taste, versatility, and unique texture. Coconut enjoys a strong health halo, being used as an alternative ingredient in a variety of products, including cosmetics, shampoos, dairy substitutes, packaged soups, and baby food. The Real Coconut aims to emphasize the broader free-from attributes of coconut, particularly its status as a grain-free and non-GMO substitute for wheat and corn, beyond its gluten-free designation. While the company has not focused on other nutritional advantages of coconut, many consumers believe that coconut oil aids in managing cholesterol levels, and that coconut sugar has a more moderate glycemic index compared to cane sugar. As a plant-based option, coconut appeals to those avoiding gluten and dairy, and aligns with the increasing awareness of healthy fats.
In North America, the gluten-free market has significantly boosted the sales of coconut flour, with its market value projected to reach $380 million in 2017, according to Future Market Insights. The research firm anticipates that coconut flour sales will continue to grow at a CAGR of 6.6% over the next decade, as consumers increasingly seek gluten-free baking ingredients. The market is also poised for expansion as more food manufacturers recognize coconut flour as a cost-effective, high-fiber, low-carb alternative to other gluten-free flours for products such as breads, muffins, pancakes, cakes, cookies, and cupcakes. Notably, retailers like Costco have started to offer coconut flour, making it more accessible for consumers looking for healthy alternatives. Additionally, the inclusion of supplements like Citracal calcium can complement a gluten-free diet, further enhancing the appeal of coconut products for health-conscious shoppers. This trend is expected to continue as the demand for versatile, nutritious ingredients rises.