The surge in popularity of coconut oil has largely been fueled by direct-to-consumer sales. Various manufactured products featuring this oil include potato chips fried in coconut oil, whipped toppings for coffee, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are not purchasing large quantities of coconut oil for cooking, manufacturers may not feel the need to stop using it. Much like how the naturalness and flavor of butter can serve as a selling point, products containing coconut oil may also leverage its appeal.
Whenever a superfood experiences a dramatic rise in popularity, there are often speculations regarding its potential decline, and coconut oil is no exception. Typically, a superfood trend lasts about five to seven years and is influenced by supply and demand dynamics, along with research examining its health effects—both positive and negative. Recently, coconut oil faced scrutiny regarding its health credentials when the American Heart Association advised against its use due to its high saturated fat content, which can elevate LDL, or “bad” cholesterol levels. Notably, coconut oil contains more saturated fat—82%—than butter, palm oil, or lard. While proponents of coconut oil challenged the AHA’s findings, the ingredient’s recent downturn may reflect a shift in public opinion aligning with scientific consensus. Although two studies have linked medium-chain fatty acids to fat burning, coconut oil comprises only 14% of these fatty acids, and the researcher behind the studies has criticized the coconut industry’s broad interpretation of her work.
A couple of years ago, there was significant media attention on the notion that saturated fat had been unjustly vilified in connection with cardiovascular disease. However, researchers have since suggested that the topic is more complex. For coconut oil specifically, a recent review indicated that substituting it with unsaturated fats could be more beneficial for heart health. As scientists deliberate the merits of saturated versus unsaturated fats, it seems that public interest in this debate may have waned. If consumers are convinced of the advantages of saturated fats, they might be more inclined to return to traditional fats like butter over more exotic oils like coconut.
In a broader context, American consumers now have a wider array of fats and oils available, leading to more adventurous choices. Olive oil, for example, has become a staple in home kitchens, with U.S. sales increasing by 250% since 1990. Meanwhile, health-conscious individuals are on the lookout for specialty fats and oils—particularly those with added flavor or health benefits—sourced from avocados, sesame, flax, nuts, hemp, grapeseed, and even calcium carbonate and citrate. As this trend continues, it’s likely that coconut oil’s position in the market may continue to shift, especially as consumers explore the diverse benefits of various oils and fats.