The trend that began years ago with coconut water being hailed as a healthier alternative to sports drinks has evolved into a significant food movement. Many consumers, if not all nutritionists, perceive coconut products as beneficial for health. These products cater to those seeking gluten- and dairy-free options while capitalizing on the growing interest in healthy fats. However, the question remains: is coconut truly good for your health? The American Heart Association does not think so. The organization cautions 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 even lard.
Proponents of coconut often point to two studies that associate medium-chain fatty acids with fat burning. Nonetheless, coconut oil comprises 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 purchase a plethora of new coconut consumer packaged goods (CPGs) available on store shelves. Approximately 72% of Americans view coconut as a health food, which in turn bestows a health halo of approval on products containing this ingredient.
Coconut water remains a dominant force within the plant-based waters market, with sales projected to surge from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been incorporated into numerous products, particularly thriving in the dairy section. Brands like Dannon and Chobani are producing coconut-flavored yogurt, while coconut milk options remain highly sought after. Nestle recently introduced a coconut milk variant to its popular Coffee-mate creamers, and two types of Outshine frozen fruit bars feature this ingredient. General Mills is also integrating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Additionally, coconut is flourishing as an ingredient in beauty products, appearing in items ranging from shampoo to face masks and lip balm. Coconut oil is marketed as a moisturizing alternative to apply after a shower, where its high saturated fat content is less concerning. Meanwhile, consumers interested in dietary supplements like Citracal and Caltrate may find that coconut products complement their health routines, further solidifying the ingredient’s status in both the food and beauty markets. Coconut’s appeal continues to grow, and its presence in various sectors only reinforces the ongoing coconut craze.