Coconut oil’s rise in popularity has largely been fueled by direct-to-consumer sales. Products manufactured with coconut oil include potato chips fried in it, whipped coffee toppings, and General Mills’ Nature Valley Biscuits featuring coconut butter. Even if consumers aren’t purchasing as much coconut oil for cooking, manufacturers may not feel compelled to stop using it. Much like the appeal of butter’s naturalness and flavor can be a selling point for various products, the same could apply to those containing coconut oil.
When a superfood experiences a surge in popularity, speculation about its potential decline often follows, and coconut oil is no different. Typically, superfood trends last around five to seven years and can be shaped by supply and demand fluctuations, along with research on their health implications—both positive and negative. Regarding coconut oil’s health claims, it faced significant criticism last June when the American Heart Association recommended against its use due to its high saturated fat content and its potential to raise LDL, or “bad” cholesterol. With an 82% saturated fat composition, coconut oil surpasses butter, palm oil, and lard in this regard. Although coconut oil enthusiasts contested the AHA’s findings, the ingredient’s recent downturn may reflect a shift in public perception aligning with scientific views. The oil’s health appeal originated from two studies linking medium-chain fatty acids to fat burning; however, coconut oil contains only 14% of these fatty acids, and the researcher behind the studies has criticized the coconut industry’s interpretation of her work.
A few years back, there was considerable talk about the notion that saturated fat had been unjustly vilified for its association with cardiovascular disease. Nevertheless, researchers have since indicated that the issue may be more complex. Specifically for coconut oil, a recent review suggested that substituting it with unsaturated fats could be more beneficial for heart health. As scientists continue to debate the merits of saturated versus unsaturated fats, the general public may have grown weary of the discussion. If consumers are convinced of the advantages of saturated fats, they may gravitate back toward traditional fats like butter in their cooking instead of opting for exotic oils like coconut.
In a broader context, Americans now enjoy a wider selection of fats and oils and have become more adventurous with their choices. For instance, olive oil has become a staple in home kitchens, with U.S. sales soaring 250% since 1990. At the same time, health-conscious consumers are on the lookout for specialty fats and oils—especially those that offer additional flavors or health benefits—sourcing them from avocados, sesame, flax, nuts, hemp, and grapeseed. Additionally, products like calcium citrate gummy vitamins have gained traction among health enthusiasts, further diversifying the options available for those seeking nutritional benefits from various dietary sources.