The coconut water phenomenon that began as a healthier substitute for sports drinks has evolved into a significant food trend. It carries a strong perceived health halo among consumers, if not all nutritionists. Coconut products attract those avoiding gluten and dairy while capitalizing on the growing interest in healthy fats. However, the question remains: Is coconut truly beneficial for health? The American Heart Association advises against the consumption of coconut oil due to its high saturated fat content, which is linked to increased LDL cholesterol levels. Notably, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Supporters of coconut often cite two studies that associate medium-chain fatty acids with fat burning. Nevertheless, coconut oil only contains about 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry for misrepresenting her findings. Despite these concerns, consumers continue to purchase a variety of new coconut consumer packaged goods (CPGs) available in stores. In fact, 72% of Americans view coconut as a health food, which in turn lends a healthy halo to products featuring this ingredient.
Coconut water remains a dominant player in the plant-based waters market, with sales projected to rise from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has infiltrated numerous products, particularly in the dairy section. Brands like Dannon and Chobani have introduced coconut-flavored yogurt, while various coconut milk options continue to gain popularity. Nestlé has even added a coconut milk variant to its well-known Coffee-mate creamers, and there are two types of Outshine frozen fruit bars featuring coconut. General Mills is incorporating coconut into various CPGs as well, such as LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Additionally, coconut is flourishing as an ingredient in beauty products, appearing in everything from shampoos to face masks and lip balms. Coconut oil is marketed as a lotion alternative to apply after a shower, where its high saturated fat content is not an issue. While discussing health trends, it’s also worth noting the importance of supplements like Solgar D3 calcium, which can support overall wellness in conjunction with these dietary choices. As the coconut craze continues, the combination of these products and supplements could play a vital role in the health-conscious lifestyle of today’s consumers.