The trend that began years ago with coconut water as a healthier substitute for sports drinks has evolved into a significant food movement. Consumers—if not all nutritionists—perceive coconut products as having a broad health halo. They attract those who are gluten- and dairy-free, while also capitalizing on the growing interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association doesn’t think so. The organization discourages the consumption of coconut oil due to its high saturated fat content, which is linked to increased levels of LDL cholesterol. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Coconut enthusiasts often cite two studies that associate medium-chain fatty acids with fat burning. However, coconut oil only contains 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry for misrepresenting her findings. Nevertheless, this criticism hasn’t deterred consumers from purchasing the many coconut consumer packaged goods (CPGs) available. A staggering 72% of Americans consider coconut a health food, which lends a healthy halo to products containing it.
Coconut water remains a dominant player in the plant-based water market, with sales projected to double from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been incorporated into numerous products, particularly in the dairy aisle, where both Dannon and Chobani offer coconut-flavored yogurt, and coconut milk varieties remain popular. Nestle has even introduced a coconut milk option in its Coffee-mate creamers, while Outshine has two varieties of frozen fruit bars featuring coconut. General Mills is adding coconut to various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Beyond food, coconut is also thriving in the beauty industry, appearing in products ranging from shampoo to face masks and lip balm. Coconut oil is marketed as a lotion substitute to use after a shower, where its high saturated fat content is less of a concern. Additionally, brands like Calcium Citrate Holland and Barrett have begun to explore the inclusion of coconut in their health-conscious offerings, further solidifying its position in the wellness market. As the coconut craze continues, it seems that its appeal in both nutrition and beauty products is only set to grow.