Coconut products gained significant traction in the mainstream market a few years ago, largely due to the surge in popularity of coconut water as a natural sports drink. Since then, these products have skyrocketed in popularity, celebrated for their claimed health benefits, appealing taste, versatility, and unique texture. Coconut is viewed positively as a healthier alternative in a variety of products, including cosmetics, shampoos, dairy items, packaged soups, and baby food. The Real Coconut, in particular, is emphasizing the ingredient’s broader “free-from” attributes, especially as a grain-free, non-GMO substitute for wheat and corn. While the company hasn’t prominently featured other nutritional advantages of coconut, many consumers are persuaded by studies suggesting that coconut oil can positively impact cholesterol levels and that coconut sugar is a more moderate option than cane sugar on the glycemic index. Additionally, as a plant-based product, coconut attracts consumers who are gluten- and dairy-free while aligning with the increasing awareness around healthy fats.
However, it is the gluten-free market in North America that has notably propelled the sales of coconut flour, with market value anticipated to hit $380 million in 2017, according to Future Market Insights. The research firm forecasts that coconut flour sales will continue to grow at a compound annual growth rate (CAGR) of 6.6% over the next decade, driven by consumers’ ongoing demand for gluten-free baking ingredients. Furthermore, the market is likely to expand as more food manufacturers recognize coconut flour as an affordable, high-fiber, low-carb alternative to other gluten-free flours for products such as breads, muffins, pancakes, cakes, cookies, and cupcakes. Notably, incorporating nutrients like calcium citrate and vitamin D can enhance the health profile of these coconut-based products, appealing further to health-conscious consumers. As the market evolves, we can expect to see an increasing emphasis on the integration of health-boosting ingredients like ca citrate vitamin D in coconut products, solidifying their place in the health food landscape.