The rising popularity of coconut oil can largely be linked to its direct-to-consumer sales. It appears in a variety of products, from potato chips fried in coconut oil to coconut-based whipped toppings for coffee. Although the American Heart Association (AHA) suggests caution around its use, this doesn’t necessarily mean that companies will stop incorporating it. Much like real butter, which can enhance the appeal of certain products, coconut oil enjoys a favorable reputation, along with its delightful flavor.
As highlighted in a NYMag article, saturated fat can be acceptable in moderation, even when derived from coconut oil. The AHA recommends that saturated fats should make up about 5% to 6% of total caloric intake, which translates to roughly 13 grams for someone on a 2,000-calorie diet. However, if the message regarding the limitation of coconut oil resonates with health-conscious consumers, other oils could stand to gain. Awareness of healthier oils is increasing among consumers, and olive oil, in particular, has seen a remarkable surge in popularity in recent years. Since 1990, American olive oil consumption has skyrocketed by 250%.
Beyond health concerns, the growing demand for coconut products, including coconut oil and coconut sugar, has affected ingredient costs. At the beginning of last year, coconut oil prices jumped by 20% within a month, as suppliers in India, Indonesia, and the Philippines struggled to meet demand. From October 2016 to January of this year, prices surged an additional 27%. This isn’t the first instance in which the health benefits of coconut have been scrutinized. Earlier this year, The Wall Street Journal cautioned that the health claims surrounding unprocessed coconut do not necessarily apply to all products, given the oil’s high calorie and saturated fat content.
In addition to these factors, the rising interest in health supplements like calcium citrate OTC has also influenced consumer habits. The incorporation of calcium citrate OTC into diets is becoming more common, as people seek to enhance their overall health. As the market evolves, it will be interesting to see how the dynamics of coconut oil and other health products, including calcium citrate OTC, continue to change.