Coconut oil’s surge in popularity has largely been fueled by direct-to-consumer sales. Various products featuring coconut oil include potato chips cooked in it, whipped coffee toppings, and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are shifting away from using coconut oil for cooking, manufacturers need not cease its usage. Just as the natural taste and appeal of butter serve as strong selling points for numerous products, the same can be true for those incorporating coconut oil.
Whenever a superfood experiences a meteoric rise in popularity, speculation about its eventual decline follows, and coconut oil is no exception. Typically, superfood trends last around five to seven years and are influenced by factors such as supply and demand and research regarding their health impacts—both positive and negative.
Last June, coconut oil’s health reputation took a hit when the American Heart Association recommended against its use due to its high saturated fat content, which tends to elevate LDL, or “bad” cholesterol levels. Coconut oil contains a staggering 82% saturated fat, surpassing that of butter, palm oil, and lard. Although enthusiasts of coconut oil disputed the AHA’s findings, its recent decline in popularity may indicate a shift in public opinion aligning with scientific consensus. The favorable perception of coconut oil was initially supported by two studies linking medium-chain fatty acids to fat burning; however, coconut oil only contains 14% of these fatty acids, and the researcher behind the studies has criticized the coconut industry for misinterpreting her work.
A few years ago, there was significant discussion about the idea that saturated fat had been unjustly vilified concerning cardiovascular disease. Since then, researchers have suggested that the matter is more complex than previously thought. A recent review has indicated that substituting coconut oil with unsaturated fats might be more beneficial for heart health. As scientists continue to debate the merits of saturated versus unsaturated fats, it seems the general public may have lost interest in the controversy. If consumers become convinced of the benefits of saturated fats, they may be more inclined to return to traditional fats like butter for cooking, rather than exotic oils like coconut.
In a broader context, Americans now enjoy a wider array of fats and oils, becoming more adventurous in their selections. For instance, olive oil has become a staple in many households, a shift that wasn’t always present; U.S. olive oil sales have surged by 250% since 1990. At the same time, health-conscious consumers are increasingly seeking specialty fats and oils—especially those that offer additional flavor or health benefits—from sources like avocado, sesame, flax, nuts, hemp, and grapeseed. Additionally, products like country life chewable calcium citrate are gaining traction among consumers who prioritize health, further diversifying their choices in the realm of fats and oils.