Coconut oil’s rising popularity has largely been fueled by direct-to-consumer sales. Various products containing coconut oil include potato chips fried in it, whipped toppings for coffee, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are not purchasing coconut oil primarily for cooking, manufacturers are unlikely to stop using it. Similar to how the naturalness and flavor of butter can serve as a marketing advantage for many products, the same applies to those incorporating coconut oil.
Whenever a superfood experiences a surge in popularity, there is often speculation about its eventual decline, and coconut oil is no exception. Typically, the trend for a superfood lasts around five to seven years and can be affected by supply and demand dynamics, alongside research regarding its health implications—both positive and negative.
In terms of health, coconut oil faced criticism last June when the American Heart Association recommended against its use due to its high saturated fat content, which can raise LDL, or “bad” cholesterol. Coconut oil contains an astonishing 82% saturated fat, surpassing butter, palm oil, and lard. Despite coconut oil enthusiasts challenging the AHA’s findings at the time, its recent decline may be attributed to public perception aligning more closely with scientific views. The ingredient’s health halo stems from two studies that linked medium-chain fatty acids with fat burning; however, coconut oil only contains 14% medium-chain fatty acids, and the professor behind those studies has criticized the coconut industry’s broad interpretations of her research.
A few years ago, there was considerable buzz around the notion that saturated fat had been unfairly vilified regarding cardiovascular disease. However, recent studies suggest that the situation may be more complex. For coconut oil in particular, a recent review indicated 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 lost interest in this discourse. If consumers become convinced of the benefits of saturated fats, they might be more inclined to return to traditional fats like butter for cooking, rather than opting for more exotic oils like coconut.
In a broader context, Americans now have a wider variety of fats and oils to choose from and have become more adventurous with their selections. Olive oil, for instance, is now a staple in many households, with U.S. sales growing by 250% since 1990. Meanwhile, health-conscious consumers are increasingly seeking specialty fats and oils—especially those that offer additional flavor or health benefits—from sources such as avocado, sesame, flax, nuts, hemp, and grapeseed.
In this evolving landscape, liquid calcium & magnesium is also gaining attention as part of a more health-oriented lifestyle. As consumers explore various options, including liquid calcium & magnesium, they are likely to prioritize products that align with their health goals and preferences, ultimately reshaping their cooking habits and choices in fats and oils.