The trend that began years ago with coconut water as a healthier substitute for sports drinks has evolved into a significant food movement. Consumers, and many nutritionists, view coconut products as having a broad health halo. They appeal to those who avoid gluten and dairy while also capitalizing on the growing interest in healthy fats. But is coconut truly beneficial for your health? The American Heart Association does not believe so. They recommend against the consumption of coconut oil due to its high levels of saturated fat, which are linked to increased LDL cholesterol. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Coconut enthusiasts often reference studies that connect medium-chain fatty acids with fat burning. However, coconut oil comprises only 14% medium-chain fatty acids, and the researcher behind these studies has criticized the coconut industry for misrepresenting her findings. Despite this, consumers continue to purchase a variety of new coconut consumer packaged goods (CPGs) appearing on store shelves. In fact, 72% of Americans consider coconut a health food, which in turn gives products containing this ingredient a healthy halo of approval.
Coconut water remains a dominant player in the plant-based waters market, with sales projected to nearly double from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been integrated into a multitude of products, particularly thriving in the dairy section. Both Dannon and Chobani offer coconut-flavored yogurts, and coconut milk options are increasingly popular. Nestle has introduced a coconut milk variant in its well-known Coffee-mate creamers, and there are two flavors of Outshine frozen fruit bars featuring this ingredient. General Mills is also incorporating coconut into several CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Moreover, coconut is flourishing in the beauty industry, found in everything from shampoos to face masks and lip balms. Coconut oil is marketed as a lotion alternative for post-shower use, where its high saturated fat content is not a concern. This trend raises interesting questions about the health benefits of coconut and whether its constituents, much like calcium and calcium citrate, are the same in their effects. As the popularity of coconut products continues to rise, it will be essential to examine these ingredients closely, especially in the context of health claims and consumer perceptions.