The trend that began years ago with coconut water being touted as a healthier alternative to sports drinks has evolved into a significant food movement. This trend is supported by a wide-ranging health halo perceived by consumers, if not all nutritionists. Coconut products attract those who are gluten- and dairy-free, while also benefiting from the growing interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association does not believe so. The organization advises 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 even lard.
Coconut enthusiasts often reference two studies that connect medium-chain fatty acids with enhanced fat burning. However, coconut oil consists of only 14% medium-chain fatty acids, and the researcher behind these studies has criticized the coconut industry for misrepresenting her findings. Nevertheless, this has not deterred consumers from eagerly purchasing the numerous new coconut consumer packaged goods (CPGs) available in stores. A significant 72% of Americans view coconut as a health food, thereby bestowing a healthy halo of approval on products containing this ingredient.
Coconut water remains a dominant force in the plant-based waters market, with sales projected to grow from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has now been incorporated into a wide range of products, thriving particularly in the dairy section. Both Dannon and Chobani offer coconut-flavored yogurt, and various coconut milk options continue to gain popularity. Nestlé has introduced a coconut milk variant in its well-known Coffee-mate creamers, and two types of Outshine frozen fruit bars feature the ingredient. General Mills is also incorporating coconut into several CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Beyond food, coconut is making significant strides in the beauty industry. It is found in a variety of products, from shampoo to face masks to lip balm. Coconut oil is marketed as a lotion alternative to apply post-shower, where its high saturated fat content is not seen as an issue. Moreover, for individuals focused on nutrition, those looking to boost their calcium intake might consider products enriched with bariatric advantage calcium citrate, which can complement a diet that includes coconut products. The integration of coconut into diverse sectors showcases its versatility, as it continues to enjoy popularity among health-conscious consumers.