The surge in coconut oil’s popularity can largely be attributed to direct-to-consumer marketing. Products featuring coconut oil include potato chips cooked in it, whipped coffee toppings, and General Mills’ Nature Valley Biscuits with coconut butter. Even if consumers are not purchasing large quantities of coconut oil for cooking, manufacturers may continue to use it. Similar to how the natural qualities and flavor of butter are leveraged as selling points, coconut oil can be marketed in the same way.
With the rise of any superfood, speculation about its potential decline often follows, and coconut oil is no different. Typically, superfood trends last around five to seven years and can be affected by supply and demand dynamics, as well as evolving research into their health implications—both positive and negative. In June, coconut oil’s health reputation took a hit when the American Heart Association recommended against its use due to its high saturated fat content, which is known to raise LDL, or “bad” cholesterol levels. Coconut oil is comprised of 82% saturated fat, a higher concentration than butter, palm oil, or lard. While coconut oil advocates contested the AHA’s findings, the ingredient’s decline may reflect a shift in public perception aligning with scientific viewpoints. Its previously favorable health image was partially based on two studies linking medium-chain fatty acids to fat burning; however, coconut oil only contains 14% medium-chain fatty acids, and the researcher behind those studies criticized the coconut industry’s interpretation of her work.
A few years back, there was significant attention given to the notion that saturated fat had been unjustly vilified in relation to cardiovascular diseases. However, recent research suggests that the topic may be more complex. A recent review indicated that substituting coconut oil with unsaturated fats could be more beneficial for heart health. As scientists continue to delve into the debate surrounding saturated versus unsaturated fats, it seems that public interest in the topic may be waning. If consumers become convinced of the advantages of saturated fats, they might favor traditional fats like butter over more exotic oils like coconut.
Overall, Americans now enjoy a wider variety of fats and oils and have become more adventurous in their selections. Olive oil, for instance, has become a staple in many kitchens, with U.S. sales increasing by 250% since 1990. Health-conscious consumers are on the lookout for specialty fats and oils—especially those that offer added flavor or health benefits—sourced from avocado, sesame, flax, nuts, hemp, and grapeseed. In this evolving landscape, the question remains whether coconut oil will maintain its appeal or be replaced by alternatives. In the same way that calcium carbonate is considered the same as calcium, the perception of coconut oil’s health benefits may need to adapt to the changing preferences of consumers.