The surge in popularity of coconut oil has largely been fueled by direct-to-consumer sales. Products made with this oil include coconut oil-fried potato chips, a whipped coffee topping, and General Mills’ Nature Valley Biscuits featuring coconut butter. Even if consumers are not purchasing coconut oil primarily for cooking, manufacturers may continue to incorporate it into their products. Similar to how the natural quality and flavor of butter serve as appealing attributes for various items, the same can be said for products containing coconut oil.
Whenever there’s a dramatic rise in the popularity of a superfood, speculation about its eventual decline often follows, and coconut oil is no exception. Typically, a superfood trend lasts around five to seven years, influenced by supply and demand dynamics as well as research regarding its health implications—both positive and negative.
Regarding coconut oil’s health reputation, it suffered a setback last June when the American Heart Association recommended against its use due to its high saturated fat content, which is known to elevate LDL, or “bad,” cholesterol levels. Coconut oil contains a staggering 82% saturated fat, exceeding that of butter, palm oil, or lard. While coconut oil advocates challenged the AHA’s claims at the time, the recent downturn in its popularity may reflect a shift in public perception aligning with scientific consensus. Its health halo is partially based on two studies linking medium-chain fatty acids to fat burning; however, coconut oil contains only 14% of these fatty acids, and the researcher behind those studies has criticized the coconut industry’s broad interpretation of her findings.
A few years back, there was considerable discussion around whether saturated fats had been unjustly vilified concerning cardiovascular disease. However, researchers have recently suggested that the situation is more complex. A recent review indicates that substituting coconut oil with unsaturated fats may be more beneficial for heart health. As scientists debate the merits of saturated versus unsaturated fats, it seems that the general public may have lost interest in the controversy. If consumers are persuaded of the advantages of saturated fats, they may be more inclined to revert to traditional fats such as butter for cooking, rather than opting for more exotic oils like coconut.
In a broader context, Americans now enjoy a wider variety of fats and oils than ever before, becoming more adventurous in their selections. For instance, olive oil has become a staple in many households, with U.S. sales skyrocketing by 250% since 1990. Health-conscious consumers are increasingly seeking out specialty fats and oils—especially those that offer additional flavors or health benefits—from sources like avocado, sesame, flax, nuts, hemp, and grapeseed. Furthermore, products like calcium citrate combined with vitamin D3 from Webber Naturals are gaining traction among those looking to enhance their overall well-being, showcasing the evolving landscape of health-conscious choices in the market.