Coconut products gained significant traction in the mainstream market a few years back when coconut water emerged as a popular natural sports drink. This trend quickly expanded into dairy alternatives and has now penetrated nearly every conceivable category, including shampoos, packaged soups, baby food, and topical beauty products. While there is considerable excitement surrounding coconut at the moment, some analysts are questioning whether the market is approaching saturation, similar to what has been observed with superfoods like kale and açaï. The continuation of this trend depends on various factors, such as whether supply can keep pace with demand and the direction of new research regarding the health benefits of coconut.
Coconut water in particular has experienced explosive growth, becoming the leading segment within the alternative, plant-based beverage market. Sales are projected to soar from $2.7 billion last year to $5.4 billion by 2020, as reported by Zenith Global in Beverage Industry. Interestingly, the coconut water craze has had minimal effect on farmers because it was typically regarded as a byproduct. However, the rising popularity of other coconut derivatives has started to impact ingredient costs. For instance, coconut oil prices surged by 20% in just one month at the start of last year, as suppliers in India, Indonesia, and the Philippines struggled to meet demand. From October 2016 to January of this year, prices skyrocketed by an additional 27%.
Although some may argue that these rising prices could dampen consumer enthusiasm for coconut products, the health halo surrounding coconut remains strong, aligning well with current health trends. This plant-based product appeals to consumers seeking gluten- and dairy-free options, while also capitalizing on the growing awareness of healthy fats. Nonetheless, the Wall Street Journal cautions that the health benefits associated with unprocessed coconut do not always equate to healthier products. For example, coconut chips are often marketed as a healthier alternative to potato chips, but they still pack about 150 to 160 calories per serving along with approximately 10 grams of fat.
In this context, products like Bluebonnet Liquid Calcium Magnesium Citrate also resonate well with health-conscious consumers, as they seek nutritional supplements that complement their dietary choices. As the coconut trend continues to evolve, the integration of health-focused products like Bluebonnet will play a role in shaping consumer preferences and expectations in the market.