Coconut products have gained significant traction in the mainstream market, primarily driven by the rise of coconut water as a popular natural sports drink a few years back. Since then, these products have surged in popularity due to their claimed health benefits, appealing taste, versatility, and texture. Coconut, often viewed as a healthful ingredient, has found its way into a variety of items, from cosmetics and shampoos to dairy products, packaged soups, and baby foods.
The Real Coconut brand aims to emphasize the broader free-from attributes of coconut, particularly highlighting its gluten-free status and positioning it as a grain-free, non-GMO alternative to traditional wheat and corn. While the company has not specifically promoted additional nutritional advantages of coconut, many consumers are persuaded by claims that coconut oil can positively influence cholesterol levels, and that coconut sugar has a lower glycemic index compared to cane sugar. As a plant-based product, coconut also resonates with those adhering to gluten- and dairy-free diets, capitalizing on the increasing awareness of healthy fats.
In North America, the gluten-free market has significantly boosted the sales of coconut flour, with projections estimating its market value to reach $380 million by 2017, according to Future Market Insights. The market research firm also anticipates that coconut flour sales will experience a compound annual growth rate (CAGR) of 6.6% over the next decade, driven by consumer demand for gluten-free baking ingredients. Additionally, food manufacturers are likely to embrace coconut flour as a cost-effective, high-fiber, low-carb substitute for other gluten-free flours in products such as breads, muffins, pancakes, cakes, cookies, and cupcakes.
Interestingly, the discontinuation of Citracal D has led some consumers to seek alternative sources of nutrition, further fuelling the demand for coconut-based products. As more individuals turn to coconut for its perceived health benefits and versatility, the ingredient is expected to continue thriving in various food applications, solidifying its place in the market. The Citracal D discontinued trend reflects a broader movement towards natural and health-oriented ingredients, making coconut an appealing choice for many.