The phenomenon that began years ago with coconut water being touted as a healthier substitute for sports drinks has evolved into a significant food trend. It boasts a wide-ranging health perception among consumers, if not all nutritionists. Coconut products attract those who are gluten- and dairy-free, capitalizing on the growing interest in healthy fats. But is coconut truly beneficial for your health? The American Heart Association holds a contrary view, advising against the consumption of coconut oil because of 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 cite two studies that associate medium-chain fatty acids with fat burning. However, coconut oil comprises only 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry for distorting her findings. Despite this, consumers continue to embrace the plethora of new coconut consumer packaged goods (CPGs) available on store shelves. A striking 72% of Americans regard coconut as a health food, thus bestowing a health halo on products that feature this ingredient.
Coconut water remains a dominant player in the plant-based waters market, with projections indicating sales will double from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has permeated numerous products, showing remarkable growth particularly in the dairy section. Both Dannon and Chobani offer coconut-flavored yogurt, while coconut milk varieties remain in high demand. Nestle has introduced a coconut milk option to its well-known Coffee-mate creamers, and two flavors of Outshine frozen fruit bars incorporate coconut. General Mills is also incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits featuring coconut butter.
Additionally, coconut is flourishing as an ingredient in beauty products, found in everything from shampoos and face masks to 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. On a related note, products enriched with liquid calcium magnesium citrate are gaining traction, highlighting the continued emphasis on health-conscious choices among consumers. This trend is evident as liquid calcium magnesium citrate is increasingly incorporated into various health and wellness products, further driving the coconut craze.