The trend that began years ago with coconut water being promoted as a healthier substitute for sports drinks has now evolved into a significant food phenomenon. Consumers, and many nutritionists alike, perceive coconut products as healthy options. They attract those who are gluten- and dairy-free while also benefiting from the growing interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association expresses skepticism. They advise against the consumption of coconut oil due to its high saturated fat content, which is linked to increased LDL cholesterol levels. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Coconut enthusiasts often reference two studies that associate medium-chain fatty acids with fat burning. However, coconut oil contains only 14% medium-chain fatty acids, and the professor responsible for those studies has criticized the coconut industry for misrepresenting her findings. Nevertheless, this has not deterred consumers from purchasing the numerous new coconut consumer packaged goods (CPGs) available in stores. A significant 72% of Americans regard coconut as a health food, thereby bestowing a healthy halo of approval on products that contain it.
Coconut water remains a dominant player in the plant-based waters market, with sales projected to soar from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been incorporated into countless products, particularly thriving in the dairy section. Both Dannon and Chobani offer coconut-flavored yogurt, and coconut milk variants continue to gain popularity. Nestle has even introduced a coconut milk option in its popular Coffee-mate creamers, along with two types of Outshine frozen fruit bars featuring this ingredient. General Mills is also integrating coconut into a range of CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
In addition to food products, coconut is flourishing in the beauty industry as well. It can be found in a variety of items, from shampoos to face masks to lip balms. Coconut oil is marketed as a lotion alternative to use after a shower, where its high saturated fat content is not a concern. Interestingly, some brands are now combining coconut with nutritional supplements, including 500mg calcium citrate chews, aiming to provide a holistic approach to health and wellness. This innovative trend reflects the versatility of coconut and its expanding role in both dietary and beauty products, solidifying its status in consumer markets.