Coconut products gained significant traction in the mainstream market a few years ago, primarily due to the surge in popularity of coconut water as a natural sports drink. Since then, they have become incredibly sought after for their perceived health benefits, taste, versatility, and texture. Coconut enjoys a strong health reputation as an alternative ingredient across a wide range of products, including cosmetics, shampoos, dairy alternatives, packaged soups, and baby food. The Real Coconut, in particular, is emphasizing the ingredient’s broader free-from attributes, especially its status as a grain-free, non-GMO substitute for wheat and corn, alongside its gluten-free designation. While the company has not specifically highlighted additional nutritional advantages of coconut, many consumers are persuaded by claims that coconut oil can positively influence cholesterol levels, while coconut sugar has a more moderate effect on the glycemic index compared to cane sugar. Additionally, as a plant-based product, coconut attracts those who avoid gluten and dairy, aligning with the increasing awareness surrounding healthy fats.
In North America, the rise in coconut flour sales has been largely driven by the gluten-free market, with projections estimating its market value to reach $380 million in 2017, according to Future Market Insights. The research firm anticipates that coconut flour sales will continue to grow at a compound annual growth rate (CAGR) of 6.6% over the next decade as consumers increasingly seek gluten-free baking ingredients. The market is also expected to expand as more food manufacturers recognize coconut flour as an affordable, high-fiber, low-carb alternative to other gluten-free flours for various products, including breads, muffins, pancakes, cakes, cookies, and cupcakes. Furthermore, incorporating coconut products into diets can complement other health initiatives, such as the use of prescription calcium citrate, which supports overall wellness. Thus, as consumers become more health-conscious, the demand for coconut products, including flour enriched with benefits like those of prescription calcium citrate, is likely to rise, further solidifying coconut’s place in the health food market.