The trend that began years ago with coconut water being hailed as a healthier alternative to sports drinks has blossomed into a significant food movement. Many consumers, if not all nutritionists, associate coconut products with a broad health halo. These products appeal to those avoiding gluten and dairy while also capitalizing on the growing interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association believes otherwise. The organization advises against the consumption of coconut oil due to its high saturated fat content, which is linked to elevated LDL cholesterol levels. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Coconut enthusiasts often point to two studies that connect medium-chain fatty acids with fat burning. However, coconut oil contains only 14% medium-chain fatty acids, and the researcher behind the studies has criticized the coconut industry for misrepresenting her findings. Despite this, the demand for coconut products continues, with 72% of Americans viewing coconut as a health food, subsequently granting products containing it a healthy halo of approval.
Coconut water remains a key player in the plant-based waters market, with sales projected to rise from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been incorporated into countless products, especially thriving in the dairy section. Both Dannon and Chobani produce coconut-flavored yogurt, while various coconut milk options remain popular. Nestlé has introduced a coconut milk variant to its widely-used Coffee-mate creamers, and two types of Outshine frozen fruit bars now feature coconut. General Mills is also infusing coconut into various consumer packaged goods (CPGs), including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Additionally, coconut is flourishing as an ingredient in beauty products, appearing in everything from shampoos to face masks to lip balms. Coconut oil is marketed as a lotion alternative to apply after a shower, where its high saturated fat content doesn’t pose a concern. Furthermore, some calcium citrate brands are now incorporating coconut into their formulations, highlighting the versatile ingredient’s appeal across multiple markets. As the coconut craze continues, it’s clear that consumers are eager to embrace its presence in both food and beauty sectors, even as the debate over its health implications persists.