The rising popularity of coconut oil has largely been fueled by direct-to-consumer sales. Various manufactured products incorporate this oil, such as potato chips fried in coconut oil, whipped coffee toppings, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are purchasing less coconut oil for cooking, manufacturers may continue using it. Similar to how the natural qualities and flavor of butter serve as selling points for many products, coconut oil can be marketed in the same way.
Whenever a superfood experiences a surge in popularity, speculation about its eventual decline follows, and coconut oil is no exception. Typically, the trend for superfoods lasts around five to seven years and can be affected by supply and demand dynamics, as well as research on their health implications—both positive and negative.
Regarding coconut oil’s health attributes, it faced a setback last June when the American Heart Association recommended against its use due to its high saturated fat content, which can elevate LDL, or “bad” cholesterol levels. With 82% saturated fat, coconut oil surpasses butter, palm oil, and lard. Although supporters of coconut oil challenged the AHA’s findings at the time, its recent decline may indicate a shift in public perception aligning with scientific consensus. The health allure of coconut oil was partly based on two studies that connected 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 broad interpretation of her work.
A couple of years ago, there was considerable media attention on the notion that saturated fat had been unfairly vilified regarding cardiovascular disease. However, recent research suggests that the topic may be more complex. A recent review indicated that substituting coconut oil with unsaturated fats would likely be more beneficial for heart health. As scientists debate the merits of saturated versus unsaturated fats, the general public may have lost interest in this discourse. If consumers become convinced of the benefits of saturated fats, they might prefer to return to traditional fats like butter for cooking rather than opting for more exotic oils like coconut.
More broadly, Americans now have a wider variety of fats and oils available and have become bolder in their culinary choices. For instance, olive oil has become a staple in many home kitchens, a significant change considering U.S. olive oil sales have increased by 250% since 1990. Additionally, health-conscious consumers are exploring specialty fats and oils—especially those that offer extra flavor or health benefits—from sources such as avocado, sesame, flax, nuts, hemp, and grapeseed.
In this evolving landscape, even products like calcium citrate tablets, which are often sought for their health benefits, reflect a broader trend of consumers paying more attention to nutritional content. As interest shifts, it’s possible that coconut oil may continue to be sidelined in favor of more popular and versatile options.