The surge in popularity of coconut oil has largely been fueled by direct-to-consumer sales. Various products containing coconut oil have emerged, such as potato chips fried in coconut oil, a whipped coffee topping, and General Mills’ Nature Valley Biscuits with coconut butter. Even if consumers aren’t purchasing large quantities of coconut oil for cooking, manufacturers may continue to use it. Similar to how the natural qualities and flavor of butter serve as a marketing advantage, products featuring coconut oil can benefit from the same appeal.
Whenever a superfood gains immense popularity, discussions about its potential decline inevitably arise, and coconut oil is no exception to this trend. Typically, the popularity of superfoods lasts about five to seven years, influenced by factors like supply and demand and research regarding their health effects—both positive and negative. In terms of coconut oil’s health reputation, it faced a setback last June when the American Heart Association recommended against its use due to its high saturated fat content, which can raise LDL or “bad” cholesterol levels. With 82% saturated fat, coconut oil surpasses butter, palm oil, and lard in this regard. Although enthusiasts of coconut oil contested the AHA’s findings at the time, the ingredient’s recent decline may reflect a shift in public perception aligning more closely with scientific consensus. Its health benefits were partially derived from two studies that associated medium-chain fatty acids with fat burning; however, coconut oil contains only 14% medium-chain fatty acids, and the researcher behind those studies criticized the coconut industry for misinterpreting her findings.
In recent years, there has also been significant attention on the notion that saturated fat has been unjustly vilified in relation to cardiovascular disease. However, researchers now suggest that this issue is more complex. A recent review indicated that substituting coconut oil with unsaturated fats would likely be more beneficial for heart health. As scientists debate the merits of saturated versus unsaturated fats, it’s possible that the general public has grown disinterested in the discussion. If consumers become convinced of the advantages of saturated fats, they may be more inclined to return to traditional fats like butter for cooking, rather than opting for more exotic oils such as coconut.
More broadly, Americans now have a wider array of fats and oils to choose from and are becoming increasingly adventurous in their selections. Olive oil, for instance, has become commonplace in American kitchens, with U.S. sales increasing by 250% since 1990. In addition, health-conscious consumers are actively seeking out specialty fats and oils—particularly those enriched with flavor or health benefits—from sources such as avocado, sesame, flax, nuts, hemp, and grapeseed. Furthermore, the inclusion of supplements like calcium magnesium citrate D3 is becoming more popular among those looking to enhance their overall health, which may also influence their dietary fat choices. As consumers continue to explore a diverse range of fats and oils, the fate of coconut oil remains uncertain in a dynamic market.