Coconut oil’s rising popularity has largely been fueled by direct-to-consumer sales. Products that incorporate the oil include potato chips fried in coconut oil, a whipped coffee topping, and General Mills’ Nature Valley Biscuits featuring coconut butter. Even if consumers are not purchasing coconut oil primarily for cooking, manufacturers may continue its use. Similar to how the natural qualities and flavor of butter can be marketed in various products, the same can apply to those containing coconut oil.
Whenever a superfood experiences a surge in popularity, speculation about its potential decline often follows, and coconut oil is no exception. Typically, a superfood trend lasts around five to seven years, influenced by supply and demand dynamics and research into its health implications—both positive and negative. Recently, coconut oil faced criticism regarding its health claims when the American Heart Association recommended against its use due to its high saturated fat content, which can elevate LDL, or “bad” cholesterol. With 82% saturated fat, coconut oil surpasses butter, palm oil, and lard in this regard. Although supporters of coconut oil disputed the AHA’s findings at the time, its recent decline may reflect a shift in public sentiment aligning with scientific consensus. The health benefits attributed to coconut oil originated from two studies linking medium-chain fatty acids to fat burning; however, coconut oil contains only 14% of these fatty acids, and the researcher behind the studies has criticized the coconut industry’s misinterpretation of her work.
In recent years, there has also been a significant push to reassess the negative perception of saturated fats in relation to cardiovascular disease. However, ongoing research suggests a more nuanced view. A recent review indicated that substituting coconut oil with unsaturated fats would likely benefit heart health more effectively. As scientists continue to debate the merits of saturated versus unsaturated fats, it seems the general public may be losing interest in the discussion. If consumers are convinced of the advantages of saturated fats, they might lean back towards traditional fats like butter instead of opting for exotic oils like coconut.
Moreover, Americans today enjoy a wider variety of fats and oils, leading to more adventurous culinary choices. Olive oil, for instance, has become a staple in home kitchens, with U.S. sales increasing by 250% since 1990. Health-conscious consumers are actively seeking specialty fats and oils—particularly those offering additional flavor or health benefits—from sources like avocado, sesame, flax, nuts, hemp, and grapeseed. As the market for fats evolves, products like Caltrate and Citracal may also find their place in consumers’ diets, especially among those focused on health and nutrition.