The surge in popularity of coconut oil can largely be attributed to direct-to-consumer sales. Various products incorporating coconut oil have emerged, including potato chips fried in coconut oil, whipped toppings for coffee, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are not purchasing coconut oil primarily for cooking, manufacturers may continue to utilize it. Just as the natural quality and flavor of butter can be leveraged to market many products, the same can be said for those containing coconut oil.
With the rise of any superfood, there often comes speculation regarding its potential decline, and coconut oil is no exception. Superfood trends typically last around five to seven years and can be influenced by supply and demand dynamics, along with research regarding their health implications—both positive and negative.
Coconut oil’s reputation took a hit last June when the American Heart Association advised against its use due to its high saturated fat content and its propensity to elevate LDL, or “bad” cholesterol levels. In fact, coconut oil has a saturated fat content of 82%, surpassing that of butter, palm oil, and lard. Although proponents of coconut oil contested the AHA’s findings at the time, its recent downturn may reflect a shift in public perception aligning with scientific consensus. The health claims associated with coconut oil were initially bolstered by two studies linking medium-chain fatty acids to fat burning; however, coconut oil only contains 14% medium-chain fatty acids, and the academic behind those studies criticized the coconut industry for misinterpreting her research.
A few years ago, there was significant buzz around the notion that saturated fat had been unjustly vilified concerning cardiovascular disease. Nonetheless, recent research suggests that the issue is more complex than previously thought. Specifically regarding coconut oil, a recent review indicated that substituting it with unsaturated fats would likely be more beneficial for heart health. As scientists continue to debate the merits of saturated versus unsaturated fats, it appears that the general public may have lost interest in the discussion. If consumers begin to embrace the benefits of saturated fats, they may gravitate back to traditional fats like butter for cooking rather than opting for more exotic oils like coconut.
In general, Americans now have a wider selection of fats and oils available and have become more adventurous in their culinary choices. Olive oil, for instance, has become a staple in home kitchens, a trend that was not always the case, with U.S. olive oil sales surging by 250% since 1990. Moreover, health-conscious consumers are increasingly seeking specialty fats and oils—especially those offering additional flavor or health benefits—from sources like avocado, sesame, flax, nuts, hemp, and grapeseed. As consumers explore these options, they may also wonder how much calcium citrate is too much, as they look to balance their diets with various nutritious components. This inquiry may become more common as knowledge about dietary fats and health continues to evolve, further influencing consumer preferences and choices in cooking oils.