The trend that began years ago with coconut water as a healthier substitute for sports drinks has evolved into a significant food phenomenon. Consumers, if not all nutritionists, view coconut products through a wide lens of health benefits. These products cater to those who are gluten- and dairy-free while also capitalizing on the growing interest in healthy fats. But is coconut genuinely beneficial for your health?
The American Heart Association does not think so. The organization advises against the consumption of coconut oil due to its high saturated fat content, which is linked to elevated LDL cholesterol levels. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard. Proponents of coconut often cite two studies connecting medium-chain fatty acids with fat burning. However, coconut oil contains merely 14% medium-chain fatty acids, and the researcher behind these studies has criticized the coconut industry for misrepresenting her findings.
Nonetheless, this has not deterred consumers from purchasing the myriad of new coconut consumer packaged goods (CPGs) appearing on store shelves, including those at Sam’s Club. A striking 72% of Americans consider coconut a health food, which grants products containing it a perceived health halo. Coconut water remains a dominant force in the plant-based waters market, with sales projected to rise from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has permeated a multitude of products but seems to be particularly thriving in the dairy section. Companies like Dannon and Chobani offer coconut-flavored yogurt, and coconut milk options continue to gain popularity.
Additionally, Nestlé has introduced a coconut milk variant in its sought-after Coffee-mate creamers, while Outshine offers two types of frozen fruit bars featuring coconut. General Mills is also incorporating coconut into a variety of CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Coconut is flourishing as an ingredient in beauty products as well. It can be found in everything from shampoos to face masks and lip balms. Coconut oil is marketed as an alternative lotion to use after a shower, a scenario where its high saturated fat content poses no concern. As coconut continues to dominate both the food and beauty sectors, its presence is firmly established in contemporary consumer culture, including products available at locations like Sam’s Club, which also offers calcium citrate supplements for those seeking additional health benefits.