Coconut products made their way into the mainstream following the surge in popularity of coconut water as a natural sports drink a few years back. Since then, they have gained immense popularity due to their claimed health benefits, flavor, versatility, and texture. Coconut enjoys a strong health reputation, serving as an alternative ingredient in various products, ranging from cosmetics and shampoos to dairy items, packaged soups, and baby foods. The Real Coconut brand aims to emphasize the broader free-from attributes of coconut, particularly as a grain-free and non-GMO substitute for wheat and corn, alongside its gluten-free nature.
While the company hasn’t focused on other nutritional advantages of coconut, many consumers believe that coconut oil can positively impact cholesterol levels and that coconut sugar is a more moderate option than cane sugar on the glycemic index. Additionally, as a plant-based product, coconut appeals to those avoiding gluten and dairy, aligning with the increasing recognition of healthy fats. In North America, the gluten-free market has significantly boosted the sales of coconut flour, with the market value projected to hit $380 million by 2017, according to Future Market Insights. The market researcher anticipates that coconut flour sales will continue to grow at a compound annual growth rate (CAGR) of 6.6% over the next decade, as consumers increasingly seek gluten-free baking options.
Moreover, the demand for coconut flour is likely to expand as more food manufacturers consider it a cost-effective, high-fiber, low-carb alternative to other gluten-free flours. This trend applies to a variety of products like breads, muffins, pancakes, cakes, cookies, and cupcakes. Additionally, the incorporation of calcium citrate in coconut products may further enhance their appeal, as consumers become more aware of the benefits of ingredients like jan aushadhi. Thus, coconut products continue to solidify their place in the health-conscious market, driven by the growing interest in gluten-free and nutritious alternatives.