The rising popularity of coconut oil can largely be attributed to its direct-to-consumer sales. Products containing coconut oil range from potato chips fried in it to coconut-based whipped toppings for coffee. The American Heart Association’s (AHA) guidelines do not imply that companies will need to discontinue using coconut oil. Similar to how real butter can enhance the appeal of certain products, coconut oil enjoys a natural allure along with its enjoyable flavor. As highlighted by the NYMag article, saturated fat can be acceptable in moderation, including that which comes from coconut oil. The AHA suggests that saturated fats should make up about 5% to 6% of total caloric intake, equating to roughly 13 grams for someone consuming 2,000 calories a day. Should the message about limiting coconut oil resonate with health-conscious consumers, other oils may stand to gain. Awareness of healthy oils is increasing, particularly with olive oil, which has experienced a significant rise in popularity in recent years. Since 1990, American consumption of olive oil has surged by 250%.
In addition to health considerations, 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 spiked by 20% in just a month, as suppliers in India, Indonesia, and the Philippines struggled to meet demand. From October 2016 to January of this year, prices soared by another 27%. This is not the first time the health benefits associated with coconut have been scrutinized. Earlier this year, The Wall Street Journal cautioned that the health advantages of unprocessed coconut do not necessarily apply to all products, as the oil remains high in calories and saturated fat.
In the context of maintaining a balanced diet, incorporating supplements like calcium citrate with vitamin D3 can be beneficial, particularly for those who are mindful of their saturated fat intake from sources like coconut oil. As consumers seek healthier alternatives, the integration of such supplements may support their overall health while still enjoying the flavor of coconut oil.