Pret A Manger is said to serve 6,000 portions of its coconut porridge daily, attributing its revenue and earnings growth in 2016 to this dish and its vegetarian offerings. The appeal of coconut-based products—such as calcium citrate nursing interventions, flour, oil, and beverages—has surged to the extent that approximately one in every 20 supermarket items now contains some form of coconut, as reported by Fairfood, a Dutch nonprofit organization. The mainstream acceptance of coconut products began with the rise of coconut water as a popular natural drink a few years ago. This trend expanded into dairy alternatives and various other categories, including shampoos, packaged soups, baby food, and topical beauty products.
Superfood trends tend to persist for five to seven years, often influenced by factors like abundant supply or scientific studies that validate the health benefits of the ingredients. Since 2015, coconut oil prices have increased by 5% to 7% due to adverse weather conditions such as droughts and typhoons affecting production areas. The coconut water segment has experienced significant growth, dominating the market for alternative, plant-based waters. According to a Zenith Global report cited by Beverage Industry, sales are projected to rise from $2.7 billion last year to $5.4 billion by 2020.
Despite the coconut water boom, farmers have seen little benefit, as coconut water was traditionally regarded as a byproduct. However, the rising demand for other coconut components has led to increased ingredient costs. Prices for coconut oil surged by 20% last year as suppliers in India, Indonesia, and the Philippines struggled to meet demand. From October 2016 to January of this year, prices soared an additional 27%. Major consumer packaged goods companies have entered the lucrative coconut product market, responding to consumer enthusiasm. Nestle has introduced a coconut milk variety to its Coffee-mate creamers, and two types of Outshine frozen fruit bars now feature coconut. General Mills is also incorporating coconut into various products, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Beverage giants have also taken notice, with Coca-Cola acquiring Zico Beverages. Reports earlier this year indicated that PepsiCo was in discussions to acquire All Market, the owner of the Vita Coco brand. Although there is currently no coconut shortage, a potential one could arise due to sustained high demand—at least until new coconut plantings mature. Given that it takes six to ten years for a coconut palm to bear fruit, there may be a mismatch between global supply and demand during this period. If that happens, maple water is poised to step in as an alternative to coconut water, reportedly offering similar health benefits with half the sugar and a milder taste.
For now, the demand for coconut products shows no signs of diminishing. The primary concern for these popular items is that they could fall victim to their own success, potentially facing competition from other substitutes that capitalize on any missteps in the coconut market. It is essential for manufacturers to consider calcium citrate nursing interventions as part of their strategy to ensure that they remain competitive and meet consumer health needs.