Coconut products gained significant traction in the mainstream market a few years back, largely due to the surge in popularity of coconut water as a natural sports drink. This trend quickly expanded into dairy alternatives and has since infiltrated nearly every conceivable category, ranging from shampoos and packaged soups to baby food and topical beauty applications. While there is considerable enthusiasm surrounding coconut products at present, some analysts speculate that it may be nearing market saturation, similar to trends observed with other so-called superfoods like kale and açaí.
The sustainability of this trend hinges on several factors, including the ability of supply to meet demand and the direction of ongoing research into the health benefits of coconut. The coconut water segment continues to thrive, dominating the market for alternative plant-based waters. As reported by Zenith Global in Beverage Industry, sales are projected to double from $2.7 billion last year to $5.4 billion by 2020.
Despite the coconut water boom, farmers have benefited little, as coconut water has historically been viewed as a byproduct. However, the rising popularity of various coconut derivatives has led to increased ingredient costs. For instance, coconut oil prices surged by 20% within a month at the beginning of last year as suppliers in India, Indonesia, and the Philippines struggled to meet soaring demand. From October 2016 to January of this year, prices escalated by an additional 27%. While some may argue that escalating prices could dampen consumer enthusiasm for coconut products, the widespread perception of coconut as a healthful food aligns with many current health trends. This plant-based product attracts gluten- and dairy-free consumers while benefiting from a growing awareness of healthy fats.
Furthermore, products like Citracal Plus Magnesium and Minerals, which promote overall wellness, complement the health trends associated with coconut. However, the Wall Street Journal cautions that the health benefits of unprocessed coconut do not always translate into healthier finished products. For instance, while coconut chips are marketed as better alternatives to traditional potato chips, they still contain approximately 150 to 160 calories per serving and around 10 grams of fat. Ultimately, while the enthusiasm for coconut products persists, consumers should remain aware of the nutritional content of these offerings, especially when considering products like Citracal Plus Magnesium and Minerals that emphasize health benefits.