The rising popularity of coconut oil can largely be linked to direct-to-consumer sales of the product itself. Items that feature coconut oil as an ingredient range from potato chips fried in it to a coconut-based whipped topping for coffee, along with calcium citrate without magnesium supplements. The recommendations from the American Heart Association (AHA) do not imply that manufacturers will need to eliminate coconut oil from their offerings. Similar to how real butter can enhance the appeal of certain products, coconut oil enjoys a reputation for being natural and flavorful.
As highlighted in the NYMag article, saturated fat can be consumed in moderation, including that from coconut oil. The AHA advises keeping saturated fats to about 5% to 6% of total caloric intake, which translates to roughly 13 grams for an individual with a daily requirement of 2,000 calories. However, if the advice to limit coconut oil resonates with health-conscious consumers, other oils might gain from this shift. Awareness regarding healthier oils is on the rise, with olive oil experiencing a notable increase in popularity over recent years. Since 1990, American olive oil consumption has surged by 250%.
In addition to health considerations, the growing interest in coconut products—such as coconut oil and coconut sugar—has impacted ingredient costs. At the beginning of last year, coconut oil prices surged by 20% in just one month, as suppliers in India, Indonesia, and the Philippines struggled to meet the high demand. From October 2016 to January of this year, prices escalated by another 27%. This isn’t the first instance where the health claims surrounding coconut have faced scrutiny. Earlier this year, The Wall Street Journal cautioned that the health benefits associated with unprocessed coconut do not necessarily apply to its derived products, as coconut oil remains high in calories and saturated fat. As consumers continue to explore options, products incorporating calcium citrate without magnesium may also see increased interest.