The rising popularity of coconut oil has largely been fueled by direct-to-consumer marketing. Numerous products incorporate coconut oil, such as potato chips fried in it, a whipped topping for coffee, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are not purchasing coconut oil for cooking as much, manufacturers may continue to use it. Similar to how the natural quality and taste of butter serve as selling points for various products, the same could apply to items containing coconut oil.
With the surge in popularity of any superfood, speculation about its decline often follows, and coconut oil is no exception. Typically, a superfood trend lasts about five to seven years and can be influenced by supply and demand dynamics, as well as research regarding its health implications—both positive and negative. Regarding the health claims of 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 can elevate LDL or “bad” cholesterol levels. Coconut oil has a saturated fat content of 82%, surpassing that of butter, palm oil, and lard. While supporters of coconut oil contested the AHA’s findings, its recent decline may reflect a shift in public perception aligning with scientific consensus. The health halo surrounding coconut oil was bolstered by two studies linking medium-chain fatty acids to fat burning; however, coconut oil only contains 14% of these fatty acids, and the researcher behind those studies criticized the coconut industry’s interpretation of her work.
A few years back, there was significant attention on the notion that saturated fat had been unjustly vilified concerning cardiovascular disease. Nevertheless, researchers have since suggested that the matter may be more complex. Specifically for coconut oil, a recent review suggested that substituting it with unsaturated fats would be more beneficial for heart health. While scientists continue to debate the merits of saturated versus unsaturated fats, it seems that public interest in the topic has waned. If consumers are persuaded of the advantages of saturated fats, they might be more inclined to return to traditional fats such as butter rather than opting for more exotic oils like coconut.
In a broader context, Americans now enjoy a wider variety of fats and oils for their culinary needs and have become more adventurous in their choices. Olive oil, for instance, has become a staple in many home kitchens, with U.S. sales increasing by 250% since 1990. Health-conscious consumers are also on the lookout for specialty fats and oils, particularly those that offer additional flavors or health benefits, including sources like avocado, sesame, flax, nuts, hemp, and grapeseed. Furthermore, there is a growing interest in supplements such as calcium citrate calcitriol magnesium and zinc tablets, which cater to the wellness trend. This increased awareness and variety in dietary fats and oils suggest a shift in consumer preferences, possibly diminishing the once-dominant allure of coconut oil.