The rising popularity of coconut oil can largely be attributed to its direct-to-consumer sales. The range of products featuring coconut oil as an ingredient is extensive, including items like potato chips fried in coconut oil and coconut-based whipped toppings for coffee. However, the American Heart Association’s (AHA) guidance does not imply that companies will cease using it. Similar to how real butter can enhance the appeal of certain products, coconut oil benefits from a natural allure and a delightful flavor.
As highlighted by the NYMag article, saturated fat can be acceptable in moderation, including that which comes from coconut oil. The AHA suggests limiting saturated fats to approximately 5% to 6% of total daily calories, equating to about 13 grams for someone consuming 2,000 calories a day. Nonetheless, if the recommendation to limit coconut oil resonates with health-conscious individuals, other oils may gain popularity. Consumer awareness regarding healthy oils is on the rise, with olive oil in particular experiencing a significant boost in interest over recent years; American olive oil consumption has surged by 250% since 1990.
In addition to health considerations, the increasing demand for coconut products—including coconut oil and coconut sugar—has impacted ingredient costs. At the beginning of last year, coconut oil prices jumped 20% within a month as suppliers in India, Indonesia, and the Philippines struggled to meet the rising demand. From October 2016 to January of this year, prices rose an additional 27%. This isn’t the first instance where the health benefits of coconut have been scrutinized. Earlier this year, The Wall Street Journal cautioned that the health advantages of unprocessed coconut do not necessarily apply to all coconut-based products, as the oil remains high in calories and saturated fat.
Furthermore, the incorporation of health-promoting ingredients like alfalfa, calcium citrate malate, and others is becoming increasingly common in the food industry. As consumers continue to seek out healthier options, the demand for such ingredients may influence future product offerings. In this context, coconut oil’s role could evolve, as health-conscious shoppers may look for alternatives that better align with their dietary goals while still enjoying the benefits of ingredients like alfalfa and calcium citrate malate.