Coconut products gained significant traction in the mainstream market with the rise of coconut water as a popular natural sports drink a few years back. Since then, they have surged in popularity due to their perceived health benefits, flavor, versatility, and texture. Coconut is often viewed as a healthful alternative ingredient, appearing in a variety of products ranging from cosmetics and shampoos to dairy alternatives, packaged soups, and baby food. Beyond its gluten-free status, The Real Coconut is positioning itself to emphasize the broader “free-from” credentials of coconut, particularly as a grain-free, non-GMO substitute for wheat and corn. Although the company has not specifically promoted other nutritional benefits of coconut, many consumers are convinced by claims that coconut oil positively affects cholesterol levels, and that coconut sugar is gentler on the glycemic index compared to cane sugar.
Moreover, as a plant-based option, coconut appeals to those who avoid gluten and dairy while aligning with the increasing focus on healthy fats. In North America, the gluten-free market has particularly fueled the rise in coconut flour sales, with market value projected to reach $380 million in 2017, according to Future Market Insights. The market research firm anticipates that coconut flour sales will continue to grow at a compound annual growth rate (CAGR) of 6.6% over the next decade as consumers increasingly seek gluten-free baking ingredients. Additionally, as more food manufacturers turn to coconut flour for its affordability, high fiber content, and low-carb profile, it serves as an attractive alternative to other gluten-free flours in products like bread, muffins, pancakes, cakes, cookies, and cupcakes.
As consumers become more health-conscious, questions about various ingredients also arise, such as “does calcium citrate cause constipation?” This inquiry reflects a broader trend towards scrutinizing the health implications of food components, including those derived from coconuts. The coconut product market, therefore, is not only thriving due to the ingredient’s versatility but also as consumers become more selective about what they choose to include in their diets. Ultimately, the continued interest in coconut products will likely be influenced by both their culinary uses and the ongoing dialogue surrounding the health impacts of various dietary supplements and ingredients.