The trend that began years ago with coconut water as a healthier choice than sports drinks has evolved into a significant movement in the food industry. Many consumers, and even some nutritionists, view coconut products as having a strong health halo. These products attract gluten- and dairy-free individuals and align with the growing interest in healthy fats. But is coconut genuinely beneficial for health? The American Heart Association argues otherwise, warning against the consumption of coconut oil due to its high saturated fat content, which is linked to elevated LDL cholesterol levels. In fact, coconut oil contains more saturated fat than butter, palm oil, or lard.
Coconut enthusiasts often reference two studies that associate medium-chain fatty acids with fat burning. However, it’s important to note that coconut oil consists of only 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry for misrepresenting her findings. Despite this, consumer demand for coconut products remains strong, with 72% of Americans viewing coconut as a health food, thereby bestowing a healthy halo on products that contain it.
Coconut water continues to dominate the plant-based waters market, with sales projected to rise from $2.7 billion in 2016 to $5.4 billion by 2020. The versatility of coconut has led to its incorporation into numerous products, particularly in the dairy section. Brands like Dannon and Chobani offer coconut-flavored yogurt, while coconut milk remains a popular choice. Nestle has introduced a coconut milk variety into its well-known Coffee-mate creamers, and there are two types of Outshine frozen fruit bars featuring this ingredient. General Mills is also incorporating coconut into various consumer packaged goods (CPGs), including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Beyond food, coconut is thriving in the beauty industry, appearing in everything from shampoos and face masks to lip balms. Coconut oil is marketed as a lotion alternative for post-shower application, where its high saturated fat content is not a concern. Additionally, certain coconut products are being fortified with calcium citrate elemental calcium, enhancing their appeal among health-conscious consumers. This trend of incorporating calcium citrate elemental calcium into coconut-based items further emphasizes the industry’s focus on health benefits, as these nutrients are sought after for their role in maintaining strong bones and overall wellness.