The surge in popularity of coconut oil can largely be linked to its direct-to-consumer sales. Products containing coconut oil range from potato chips fried in it to coconut-based whipped toppings for coffee. While the American Heart Association (AHA) advises moderation regarding saturated fats, this doesn’t necessarily mean companies will stop using coconut oil in their products. Just like real butter can enhance the appeal of certain items, coconut oil benefits from a natural allure and a delightful flavor.
As highlighted by NYMag, saturated fat is acceptable in moderation, even when it comes from coconut oil. The AHA recommends that saturated fats should comprise about 5% to 6% of total caloric intake, which equates to approximately 13 grams for someone consuming 2,000 calories daily. However, if health-conscious consumers respond negatively to the idea of limiting coconut oil, other oils may gain popularity. Consumer awareness of healthy oils is increasing, with olive oil seeing a dramatic rise in interest—American consumption of olive oil has surged by 250% since 1990.
In addition to health considerations, the growing demand for coconut products, including coconut oil and coconut sugar, has impacted ingredient costs. At the beginning of last year, coconut oil prices surged by 20% in just a month as suppliers in India, Indonesia, and the Philippines struggled to meet the escalating demand. From October 2016 to January of this year, prices increased by an additional 27%. This isn’t the first time the health benefits of coconut have been scrutinized. Earlier this year, The Wall Street Journal cautioned that the health advantages of unprocessed coconut do not automatically apply to all coconut-based products, as the oil remains high in calories and saturated fats.
In light of these developments, there’s also a growing interest in supplements like Citracal calcium citrate petites with vitamin D, which are being considered by those looking to maintain a balanced diet. As more consumers become aware of their dietary choices, the popularity of products like Citracal may continue to rise, especially among those who are health-conscious. The increasing demand for coconut products, however, will likely keep influencing the market, as people navigate their preferences for both health benefits and flavors.