The enthusiasm for coconut water, which began years ago as a healthier substitute for sports drinks, has evolved into a significant food trend. It enjoys a wide-ranging perception of health benefits among consumers—if not universally endorsed by nutritionists. Coconut products attract those who are gluten- and dairy-free, while also capitalizing on the current interest in healthy fats. But is coconut genuinely beneficial for health? The American Heart Association argues otherwise, warning against the consumption of coconut oil due to 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.
Proponents of coconut often reference two studies that associate medium-chain fatty acids with fat burning. However, it’s important to note that coconut oil only contains 14% medium-chain fatty acids, and the researcher behind those studies has criticized the coconut industry for misinterpreting her findings. Despite this, consumer demand for various new coconut consumer packaged goods (CPGs) remains strong. Approximately 72% of Americans view coconut as a health food, which contributes to a favorable perception of products containing it.
Coconut water continues to dominate the plant-based water market, with sales projected to rise from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been incorporated into a myriad of products, particularly thriving in the dairy section. Major brands like Dannon and Chobani now offer coconut-flavored yogurt, and coconut milk options are increasingly popular. Nestlé has introduced a coconut milk variant in its Coffee-mate creamer line, and there are two types of Outshine frozen fruit bars featuring coconut. General Mills is also infusing coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Beyond food, coconut is flourishing in the beauty industry as well. It is found in a wide array of products, from shampoos and face masks to lip balms. Coconut oil is marketed as a lotion alternative for post-shower application, where its high saturated fat content is less of a concern. With the inclusion of calcium citrate 1000 mg with vitamin D in many health-conscious products, consumer interest in coconut continues to grow, further enhancing its reputation as a versatile ingredient in both food and beauty realms.