Coconut products gained mainstream attention a few years ago with the rapid rise in popularity of coconut water as a natural sports drink. Since then, they have surged in popularity due to their perceived health benefits, appealing taste, versatility, and unique texture. Coconut enjoys a strong health reputation as an alternative ingredient in a wide range of products, from cosmetics and shampoos to dairy substitutes, packaged soups, and baby food. Aside from being gluten-free, The Real Coconut aims to emphasize the broader free-from qualities of coconut, particularly as a grain-free and non-GMO substitute for wheat and corn. While the company has not specifically highlighted other nutritional advantages of coconut, many consumers are persuaded by studies suggesting that coconut oil can positively impact cholesterol levels and that coconut sugar is gentler on the glycemic index compared to cane sugar. Additionally, as a plant-based option, coconut caters to the needs of gluten- and dairy-free consumers and aligns with the increasing recognition of healthy fats.
In North America, it is the gluten-free market that has significantly boosted coconut flour sales, with the market value projected to reach $380 million by 2017, according to Future Market Insights. The market research firm anticipates that coconut flour sales will continue to grow at a compound annual growth rate (CAGR) of 6.6% over the next decade, driven by consumers actively seeking gluten-free baking ingredients. Moreover, as more food manufacturers turn to coconut flour as a cost-effective, high-fiber, and low-carb alternative to other gluten-free flours, the market is likely to expand. This is particularly relevant in the context of products like breads, muffins, pancakes, cakes, cookies, and cupcakes—many of which can benefit from the unique properties of coconut flour, akin to the way the molecular weight of calcium citrate is leveraged in various formulations for enhanced nutritional profiles. Thus, as awareness of the benefits of coconut flour grows, its role in gluten-free baking is set to become even more prominent.