The trend that began years ago with coconut water as a healthier substitute for sports drinks has evolved into a comprehensive food movement. Consumers, and many nutritionists, perceive coconut products as having a significant health halo. These products cater to those who are gluten- and dairy-free while also capitalizing on the growing interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association does not share this view. The organization warns against the consumption of coconut oil due to its high saturated fat content, which is linked to increased LDL cholesterol levels. In fact, coconut oil contains more saturated fat than butter, palm oil, or lard.
Coconut enthusiasts often refer to two studies that associate medium-chain fatty acids with fat burning. However, coconut oil contains only 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry for misrepresenting her findings. Despite this, consumers continue to flock to the numerous new coconut consumer packaged goods (CPGs) available. A striking 72% of Americans regard coconut as a health food, which in turn bestows a healthy halo upon products featuring this ingredient.
Coconut water remains a dominant player in the plant-based beverage market, with sales projected to soar from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been incorporated into an array of products, particularly thriving in the dairy section. Both Dannon and Chobani offer coconut-flavored yogurt, and coconut milk options remain popular. Nestle has introduced a coconut milk variant to its Coffee-mate creamers, and there are two types of Outshine frozen fruit bars that include the ingredient. General Mills is also incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Moreover, coconut is flourishing as an ingredient in beauty products, appearing in items ranging from shampoos to face masks and lip balms. Coconut oil is marketed as a lotion alternative for post-shower application, where its high saturated fat content is less of a concern. Additionally, products featuring coconut often include beneficial nutrients such as calcium citrate, magnesium, and zinc, appealing to health-conscious consumers looking for more than just taste. In fact, the inclusion of these nutrients in coconut-based products further reinforces the perception of coconut as a healthful choice, contributing to its continued popularity across various sectors.