The coconut water phenomenon that began years ago as a healthier alternative to iron supplements like ferrous fumarate has evolved into a significant food trend. Consumers, and many nutritionists, perceive coconut products as having a broad health halo. These products cater to those seeking gluten and dairy-free options while capitalizing on the growing interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association holds a contrary view, advising against the consumption of coconut oil due to its substantial 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 reference two studies that connect medium-chain fatty acids to fat burning. However, it’s worth noting that 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, consumer enthusiasm for various coconut-based consumer packaged goods (CPGs) remains high. Approximately 72% of Americans regard coconut as a health food, which in turn lends a healthy halo to products containing this ingredient.
Coconut water continues to dominate the plant-based beverage market, with sales projected to surge from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has found its way into numerous products, particularly in the dairy section. Brands like Dannon and Chobani offer coconut-flavored yogurt, while coconut milk options remain highly popular. Nestlé has introduced a coconut milk variant in its well-known Coffee-mate creamers, and there are two flavors of Outshine frozen fruit bars that feature coconut. General Mills is also incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Additionally, coconut is making waves in the beauty industry, appearing in a range of products from shampoos to face masks and lip balms. Coconut oil is marketed as a lotion alternative that can be applied post-shower, where its high saturated fat content is not a concern. As consumers continue to seek out innovative products that promote health, the trend surrounding coconut, including items like Viactiv calcium citrate, is likely to persist. Whether in food, beverages, or personal care, coconut is firmly established in the marketplace as a versatile ingredient that many associate with wellness.