The enthusiasm that began years ago for coconut water as a healthier alternative to sports drinks has evolved into a significant food trend. Consumers, if not all nutritionists, have embraced its broad perceived health benefits. Coconut products attract those who follow gluten- and dairy-free diets, while also tapping into the growing interest in healthy fats. But is coconut genuinely beneficial for health? The American Heart Association doesn’t believe so. The organization warns against the consumption of coconut oil because of 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.
Supporters of coconut often reference two studies that associate medium-chain fatty acids with fat burning. However, coconut oil comprises only 14% medium-chain fatty acids, and the professor behind those studies has criticized the coconut industry for misrepresenting her research. Despite this, consumers continue to flock to the numerous new coconut consumer packaged goods (CPGs) appearing on store shelves. A striking 72% of Americans consider coconut a health food, thereby bestowing a healthy halo of approval on products that contain it.
Coconut water remains a dominant player in the plant-based waters market, with sales projected to surge from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has made its way into a myriad of products, particularly thriving in the dairy section. Both Dannon and Chobani offer coconut-flavored yogurt, while coconut milk variants remain popular. Nestle has introduced a coconut milk option to its widely loved Coffee-mate creamers, and there are two types of Outshine frozen fruit bars featuring this ingredient. Additionally, General Mills is incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Coconut is also experiencing a boom in the beauty product sector, appearing in everything from shampoo and face masks to lip balm. Coconut oil is marketed as a lotion alternative to apply post-shower, where its high saturated fat content is not a concern. Furthermore, the trend extends to supplements, as seen with products like Wellesse Liquid Calcium Citrate, which highlights the integration of coconut in health-oriented offerings. As the demand for coconut continues to grow, its presence in both food and beauty products is only set to expand further.