Coconut oil’s rise in popularity has largely been fueled by direct-to-consumer sales. Products that incorporate coconut oil include potato chips fried in it, whipped coffee toppings, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are not purchasing as much coconut oil for cooking, manufacturers may continue to use it. Similar to how the natural attributes and flavor of butter can be leveraged as selling points, products containing coconut oil may benefit from a similar marketing strategy.
Whenever a superfood experiences a surge in popularity, speculation about its eventual decline tends to follow, and coconut oil is no exception. Typically, superfood trends last around five to seven years and can be swayed by supply and demand dynamics, as well as evolving research regarding their health effects—both positive and negative.
In terms of health perceptions, coconut oil faced a setback last June when the American Heart Association recommended against its use due to its high saturated fat content, which can elevate LDL, or “bad” cholesterol levels. Coconut oil comprises 82% saturated fat—higher than butter, palm oil, or lard. While coconut oil enthusiasts challenged the AHA’s findings, its recent decline may reflect a shift in public sentiment aligning with scientific views. The health halo surrounding coconut oil is partly based on two studies linking medium-chain fatty acids to fat burning; however, coconut oil contains only 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry’s broad interpretation of her work.
A couple of years ago, significant attention was given to the notion that saturated fat had been unfairly vilified in the context of cardiovascular disease. However, researchers have since suggested that the topic may be more complex. Specifically, a recent review indicated that substituting coconut oil with unsaturated fats would likely benefit heart health. As scientists debate the merits of saturated versus unsaturated fats, it appears that public interest in this discussion may be waning. If consumers become convinced of the benefits of saturated fats, they may gravitate back towards traditional fats like butter, rather than opting for more exotic oils like coconut.
More broadly, Americans now enjoy a wider array of fats and oils, becoming increasingly adventurous with their choices. Olive oil, for instance, has become a staple in home kitchens, a shift reflected in the 250% increase in U.S. olive oil sales since 1990. At the same time, health-conscious consumers are on the lookout for specialty fats and oils, particularly those that offer additional flavor or health benefits, sourcing options from avocado, sesame, flax, nuts, hemp, and grapeseed. Additionally, products such as calcium citrate 250 tablets have gained traction among those seeking nutritional supplements, further diversifying consumer choices in health and wellness.