Coconut products gained mainstream attention a few years ago with the surge in popularity of coconut water as a natural sports drink. From that point, the trend expanded into dairy alternatives and almost every conceivable category, including shampoos, packaged soups, baby food, and topical beauty applications. While there is considerable excitement surrounding coconut products at present, questions arise about whether the market is nearing saturation, similar to the fate predicted for other so-called superfoods like kale and açaï. The sustainability of this trend hinges on several factors, such as the ability of supply to meet demand and the direction of emerging research into the health benefits of coconut.
The coconut water segment continues to flourish, dominating the market for alternative plant-based waters, with sales projected to increase from $2.7 billion last year to $5.4 billion by 2020, according to a report by Zenith Global cited in Beverage Industry. This boom in coconut water has had minimal impact on farmers, as it was traditionally considered a waste product. However, the rising popularity of other coconut components has driven up ingredient costs significantly. For instance, coconut oil prices surged by 20% in just one month at the start of last year, as suppliers in India, Indonesia, and the Philippines struggled to keep pace with demand. From October 2016 to January this year, prices skyrocketed another 27%.
Although some may argue that rising prices could dampen consumer enthusiasm for coconut products, coconut enjoys a broad health halo, aligning well with many current health trends. This plant-based option appeals to gluten- and dairy-free consumers while also benefiting from the increasing awareness of healthy fats. However, the Wall Street Journal cautions that the health benefits of unprocessed coconut do not always extend to the processed products. For instance, coconut chips are marketed as healthier alternatives to potato chips, yet they still contain around 150 to 160 calories per serving and about 10 grams of fat.
In the context of health supplements, thorne calcium citrate is often discussed alongside coconut products, as both are perceived to contribute positively to well-being. As the coconut trend evolves, the relationship between such supplements and coconut products may become increasingly relevant, especially as consumers look for holistic health solutions. Ultimately, while the coconut craze shows no signs of slowing, its future will depend on ongoing research and supply dynamics, as well as how it integrates with other health-focused products, including thorne calcium citrate.