The rise in popularity of coconut oil has largely been fueled by direct-to-consumer sales. Products that feature this oil include potato chips fried in coconut oil, a whipped coffee topping, 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 include it in their offerings. Similar to how the natural quality and flavor of butter can be leveraged as a marketing advantage, coconut oil can also be marketed effectively.
Whenever a superfood gains significant popularity, speculation about its eventual decline follows, and coconut oil is no exception. Typically, superfood trends last around five to seven years, influenced by supply and demand dynamics as well as research on their health impacts—both positive and negative. Regarding coconut oil’s health claims, it 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. In fact, coconut oil contains 82% saturated fat, more than butter, palm oil, or lard. Although supporters of coconut oil contested the AHA’s findings at that time, its recent decline could be attributed to a shift in public perception aligning with scientific consensus. The health halo surrounding coconut oil originated from two studies linking medium-chain fatty acids to fat burning; however, coconut oil comprises only 14% medium-chain fatty acids, and the professor behind those studies has criticized the coconut industry for misinterpreting her research.
A few years back, there was significant attention given to the notion that saturated fat had been unfairly vilified in discussions of cardiovascular disease. However, researchers have since indicated that the topic is more complex than initially thought. A recent review specifically suggested 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 seems that public interest in the matter may be waning. If consumers come to believe in the benefits of saturated fats, they might gravitate back to traditional fats like butter for cooking instead of opting for exotic oils like coconut.
In a broader context, Americans now have a wider selection of fats and oils available and have become more adventurous in their culinary choices. Olive oil, for instance, has become a staple in home kitchens, with U.S. sales soaring by 250% since 1990. At the same time, health-conscious consumers are increasingly on the lookout for specialty fats and oils—particularly those that offer enhanced flavor or health benefits—from sources such as avocado, sesame, flax, nuts, hemp, and grapeseed. Additionally, products like Solgar liquid calcium magnesium citrate with vitamin D are gaining traction among those seeking to boost their overall health alongside their choice of cooking oils. As consumers expand their horizons, the landscape of fats and oils continues to evolve, reflecting changing preferences and health trends.