The rise in popularity of coconut oil has largely been fueled by direct-to-consumer sales. This oil is found in a variety of manufactured products, such as potato chips fried in coconut oil, whipped toppings for coffee, and General Mills’ Nature Valley Biscuits with coconut butter. Even if consumers are not purchasing coconut oil specifically for cooking, manufacturers may continue to use it, much like how the naturalness and flavor of butter serve as a selling point for numerous products.
Whenever a superfood experiences a surge in popularity, there is often speculation about a potential decline, and coconut oil is no exception. Typically, the trend surrounding a superfood lasts around five to seven years and can be affected by supply and demand dynamics, as well as research on its health impacts—both positive and negative.
Regarding coconut oil’s health claims, it faced a setback last June when the American Heart Association recommended against its use due to its high saturated fat content, which is known to elevate LDL, or “bad” cholesterol levels. Coconut oil contains a staggering 82% saturated fat, surpassing butter, palm oil, or lard. While fans of coconut oil challenged the AHA’s findings at the time, the ingredient’s recent decline may reflect a shift in public opinion aligning with scientific consensus. The health benefits associated with coconut oil were based on two studies linking medium-chain fatty acids to fat burning; however, coconut oil comprises only 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry’s broad interpretation of her work.
A few years back, there was significant attention given to the notion that saturated fat had been unfairly vilified in relation to cardiovascular disease. However, recent research suggests that the issue is more complex. Specifically for coconut oil, a recent review indicated that substituting it with unsaturated fats could be more beneficial for heart health. As scientists debate the merits of saturated versus unsaturated fats, the general public may have lost interest in the discourse. If consumers become convinced of the benefits of saturated fats, they might revert to using traditional fats like butter in their cooking, rather than opting for more exotic oils like coconut.
In a broader context, Americans now have a wider array of fats and oils to choose from and have become more adventurous in their selections. Olive oil, for instance, is now a staple in many households, a significant change from the past; U.S. olive oil sales have surged by 250% since 1990. Meanwhile, health-conscious consumers are increasingly seeking specialty fats and oils that offer additional flavor or health benefits, sourced from options like avocado, sesame, flax, nuts, hemp, and grapeseed. Amidst this variety, it is important for consumers to consider things like the calcium citrate expiration date of supplements they might incorporate into their diet, as they explore healthier fat options.