The trend that began several years ago with coconut water being touted as a healthier alternative to sports drinks has evolved into a significant food movement. Many consumers, albeit not all nutritionists, view coconut products as having a broad health halo. These products cater to those seeking gluten- and dairy-free options while also capitalizing on the growing interest in healthy fats. But does coconut truly offer health benefits? The American Heart Association holds a different view. They advise against the consumption of coconut oil due to its high saturated fat levels, which are linked to increased LDL cholesterol. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Proponents of coconut often reference 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 misinterpreting her findings. Nevertheless, this controversy has not deterred consumers from eagerly purchasing the plethora of new coconut consumer packaged goods (CPGs) on the market. A staggering 72% of Americans regard coconut as a health food, which in turn bestows a healthy halo onto products containing this ingredient.
Coconut water remains a dominant player within the plant-based waters segment, with sales projected to soar from $2.7 billion in 2016 to a remarkable $5.4 billion by 2020. Coconut has infiltrated an array of products, especially thriving in the dairy section. Dannon and Chobani have introduced coconut-flavored yogurt, while coconut milk variants continue to gain popularity. Nestle has also expanded its Coffee-mate creamer line to include a coconut milk option, and Outshine offers two types of frozen fruit bars featuring coconut. General Mills is incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Additionally, coconut is flourishing as a key ingredient in beauty products, appearing in items ranging from shampoos to face masks to lip balms. Coconut oil is even marketed as a lotion alternative for post-shower application, where its high saturated fat content poses no issue.
Interestingly, many of these coconut products are also fortified with beneficial nutrients like calcium citrate, magnesium, and zinc with vitamin D3 benefits, further enhancing their appeal. As consumers increasingly seek out health-conscious options, the inclusion of such nutrients alongside coconut is likely to resonate well. The combination of coconut’s popularity and its integration with essential vitamins and minerals may solidify its status as a staple in both the food and beauty industries.