The trend that began years ago with coconut water being hailed as a healthy substitute for sports drinks has evolved into a significant food movement. Consumers, and many nutritionists, view coconut products as beneficial for health, particularly appealing to those avoiding gluten and dairy, while also tapping into the growing interest in healthy fats. But is coconut truly as beneficial as it seems?
The American Heart Association does not believe it is. They recommend against the use 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. Proponents of coconut often reference two studies that associate medium-chain fatty acids with fat burning. However, it’s important to note that coconut oil contains only 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry for misrepresenting her work.
Despite these concerns, consumers are still eager to purchase the various new coconut consumer packaged goods (CPGs) available. A notable 72% of Americans perceive coconut as a health food, which bestows a healthy halo on products containing this ingredient. Coconut water remains a dominant player in the plant-based beverage market, with sales projected to increase from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has found its way into countless products, particularly thriving in the dairy section. Brands like Dannon and Chobani offer coconut-flavored yogurt, while coconut milk options remain highly sought after.
Nestle has introduced a coconut milk variant in its popular Coffee-mate creamers, and there are two kinds of Outshine frozen fruit bars featuring coconut. General Mills is incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Coconut’s popularity extends into the beauty industry as well, appearing in everything from shampoos to face masks to lip balms. Coconut oil is marketed as an alternative to lotions, especially suitable for application after a shower, where its high saturated fat content is not an issue.
Interestingly, some coconut products are fortified with essential nutrients like calcium and magnesium, enhancing their appeal. For instance, Kirkland has introduced coconut products that provide these vital minerals, making them a more attractive option for health-conscious consumers. As the coconut trend continues to grow, it will be fascinating to see how the industry evolves and adapts to consumer preferences.