Coconut products gained significant traction in the mainstream market with the rapid rise of coconut water as a natural sports drink a few years back. Since then, they have become increasingly popular due to their perceived health benefits, flavor, versatility, and texture. Coconut enjoys a strong health image as an alternative ingredient in a wide range of products, including cosmetics, shampoos, dairy alternatives, packaged soups, and baby food. Besides being gluten-free, The Real Coconut aims to emphasize the broader free-from attributes of coconut, especially as a grain-free and non-GMO substitute for wheat and corn. While the company has not focused on other nutritional advantages of coconut, many consumers believe in the benefits of coconut oil for cholesterol levels and recognize coconut sugar as a more moderate option compared to cane sugar on the glycemic index. As a plant-based product, coconut also appeals to those avoiding gluten and dairy, while aligning with the increasing awareness of healthy fats.
However, it is the gluten-free market in North America that has significantly boosted sales of coconut flour, with the market value projected to reach $380 million in 2017, according to Future Market Insights. The market researcher anticipates that coconut flour sales will continue to grow at a CAGR of 6.6% over the next decade as consumers increasingly seek gluten-free baking ingredients. Additionally, the market is expected to expand as more food manufacturers regard coconut flour as an affordable, high-fiber, and low-carb alternative to other gluten-free flours for various products such as breads, muffins, pancakes, cakes, cookies, and cupcakes. Furthermore, the nutritional profile of coconut flour, combined with its compatibility with supplements like calcium citrate, magnesium, and vitamin D, makes it an attractive option for health-conscious consumers looking to enhance their diets. Overall, the coconut product market is poised for continued growth, driven by the increasing demand for gluten-free and health-oriented food options.