The trend that began years ago with coconut water as a healthier substitute for sports drinks has evolved into a significant food phenomenon. Many consumers, if not all nutritionists, perceive coconut products as having a broad health halo. These products attract those who are gluten- and dairy-free while also benefiting from the growing interest in healthy fats. But is coconut genuinely beneficial for your health? The American Heart Association disagrees, advising against the consumption of coconut oil due to its high saturated fat content, which is linked to increased LDL cholesterol levels. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.

Coconut enthusiasts often point to two studies that associate medium-chain fatty acids with fat burning. However, coconut oil contains only 14% medium-chain fatty acids, and the academic behind these studies has criticized the coconut industry for misinterpreting her research. Despite this, consumer demand for various coconut consumer packaged goods (CPGs) remains robust. Approximately 72% of Americans view coconut as a health food, thereby granting products containing it a healthy endorsement.

Coconut water, in particular, continues to dominate the plant-based waters market, with sales projected to soar from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has found its way into numerous products, thriving especially in the dairy section. Companies like Dannon and Chobani offer coconut-flavored yogurt, and coconut milk remains a popular choice. Nestlé has introduced a coconut milk variant to its well-known Coffee-mate creamers, and there are two types of Outshine frozen fruit bars that feature this ingredient. General Mills is also incorporating coconut into various CPGs, such as LARABAR bites and Nature Valley Biscuits made with Coconut Butter.

Additionally, coconut is flourishing in the beauty industry, appearing in everything from shampoos to face masks to lip balms. Coconut oil is marketed as a lotion alternative for post-shower use, where its high saturated fat content poses no issues. Interestingly, the integration of ingredients like Kirkland calcium magnesium and zinc can complement the health-focused image that coconut products aim to project. With the increasing popularity of coconut, the inclusion of essential nutrients such as Kirkland calcium magnesium and zinc could enhance consumers’ perceptions of these products, reinforcing the health halo that surrounds coconut in the market.