Coconut oil’s rise in popularity can largely be attributed to direct-to-consumer sales. Various products that incorporate coconut oil include potato chips fried in it, a whipped coffee topping, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are purchasing less coconut oil for cooking, manufacturers may continue to use it. Much like how the natural quality and flavor of butter are leveraged as selling points, the same can apply to products containing coconut oil.
Whenever a superfood gains immense popularity, speculation about its decline often follows, and coconut oil is no exception. Typically, the trend for superfoods lasts around five to seven years and can be affected by supply and demand dynamics as well as research regarding their health impacts—both positive and negative.
Regarding the health claims associated with coconut oil, it faced a setback last June when the American Heart Association recommended against its use due to its high saturated fat content, which tends to elevate LDL, or “bad” cholesterol levels. Coconut oil contains 82% saturated fat, surpassing butter, palm oil, and lard. While coconut oil enthusiasts contested the AHA’s findings, the ingredient’s recent downturn may reflect a shift in public perception aligning with scientific viewpoints. The health benefits often attributed to coconut oil largely derive from two studies that associate medium-chain fatty acids with fat burning; however, coconut oil only contains 14% of these fatty acids. Furthermore, the researcher behind those studies has criticized the coconut industry’s broad interpretation of her work.
In recent years, there has also been considerable discussion about whether saturated fats have been unjustly vilified in connection with cardiovascular disease. However, researchers have suggested that the topic is more complex than previously thought. A recent review indicated that substituting coconut oil with unsaturated fats would likely be more beneficial for heart health. As scientists navigate the debate over saturated versus unsaturated fats, it seems the general public may be losing interest in the discussion. If consumers become convinced of the advantages of saturated fats, they might gravitate back to traditional fats like butter rather than opting for more exotic oils like coconut.
Overall, Americans now have a wider array of fats and oils to choose from and are becoming more adventurous in their selections. Olive oil, for instance, is now a staple in many households, with U.S. sales having surged by 250% since 1990. Additionally, health-conscious consumers are increasingly seeking specialty fats and oils—particularly those that offer extra flavor or health benefits—from sources such as avocado, sesame, flax, nuts, hemp, and grapeseed.
Interestingly, amidst this evolving landscape, there has been talk about products like Citracal with Magnesium being discontinued, which may further influence consumer preferences in the realm of health-related products. As the market continues to shift, it’s clear that the fate of coconut oil and other oils will be shaped by both consumer choices and ongoing scientific research.