The increasing popularity of coconut oil can largely be traced back to direct-to-consumer sales of the oil itself. Products featuring coconut oil as an ingredient range from potato chips fried in coconut oil to coconut-based whipped toppings for coffee. The American Heart Association’s (AHA) recommendations do not mean that companies will need to cease using coconut oil. Much like how real butter can enhance the appeal of certain products, coconut oil enjoys a positive reputation along with its delightful flavor.
As highlighted in the NYMag article, saturated fat is acceptable in moderation, including when sourced from coconut oil. The AHA advises limiting saturated fats to approximately 5% to 6% of total calorie intake, which amounts to about 13 grams for someone consuming 2,000 calories daily. However, if the message about restricting coconut oil resonates with health-conscious consumers, other oils might gain from this awareness. There is a rising interest in healthy oils, particularly olive oil, which has experienced a remarkable increase in popularity in recent years. American consumption of olive oil has surged by 250% since 1990.
In addition to health considerations, the escalating demand for coconut products—such as coconut oil and coconut sugar—has impacted ingredient costs. Coconut oil prices surged by 20% in just one month at the beginning of last year as suppliers in India, Indonesia, and the Philippines struggled to meet demand. From October 2016 to January of this year, prices soared an additional 27%. This isn’t the first time coconut’s health benefits have been questioned. Earlier this year, The Wall Street Journal cautioned that the health advantages of unprocessed coconut do not necessarily apply to its products, as coconut oil remains high in calories and saturated fat.
As consumers strive for healthier options, the focus on various oils, including those that contain calcitrate with d, may shift preferences. The awareness of healthy oils continues to rise, with olive oil being a prime example, and the inclusion of calcitrate with d might become a selling point as the market evolves.