The rising popularity of coconut oil can largely be credited to its direct-to-consumer sales. Products featuring coconut oil range from potato chips fried in it to coconut-based whipped toppings for coffee. The American Heart Association’s (AHA) recommendations do not imply that manufacturers will have to eliminate it from their offerings. Similar to how real butter can serve as a selling point for specific products, coconut oil enjoys a favorable reputation along with its appealing taste.
As highlighted in a NYMag article, saturated fat can be acceptable in moderation, including that which comes from coconut oil. The AHA advises limiting saturated fats to approximately 5% to 6% of total caloric intake, equating to about 13 grams for someone consuming 2,000 calories daily. However, if the advice regarding coconut oil resonates with health-conscious consumers, other oils may stand to gain from this shift. Consumer awareness surrounding healthy oils is growing, with olive oil experiencing significant interest, as American consumption has risen by 250% since 1990.
Beyond health considerations, the rising demand for coconut products, including coconut oil and coconut sugar, has influenced ingredient costs. At the start of last year, prices for coconut oil surged by 20% in just one month, as suppliers in India, Indonesia, and the Philippines struggled to meet demand. From October 2016 to January of this year, prices skyrocketed an additional 27%. This isn’t the first occasion where coconut’s health claims have been scrutinized. Earlier this year, The Wall Street Journal noted that the health advantages of unprocessed coconut do not necessarily apply to processed products, as the oil remains high in calories and saturated fat.
In comparing different supplements, such as gnc calcium plus vs calcium citrate, consumers are becoming increasingly discerning about their health choices. As the popularity of coconut oil fluctuates, individuals may seek alternatives that align with their health goals, making brands like olive oil more appealing. Additionally, as discussions around coconut oil continue, the implications for its cost and market demand will be significant.