Coconut oil’s surge in popularity has largely been fueled by direct-to-consumer sales. Products incorporating this oil range from potato chips fried in coconut oil to whipped coffee toppings and General Mills’ Nature Valley Biscuits made with coconut butter. Even if consumers are not purchasing coconut oil primarily for cooking, manufacturers might still choose to include it in their offerings. Similar to how the natural quality and flavor of butter can enhance a product’s appeal, the same could apply to items containing coconut oil.
Whenever a superfood experiences a meteoric rise in popularity, concerns about its potential decline soon follow, and coconut oil is no exception. Typically, the trend surrounding superfoods lasts about five to seven years and can be affected by supply and demand dynamics, as well as research concerning their health implications—both positive and negative.
In terms of health benefits, coconut oil faced criticism last June when the American Heart Association recommended against its use due to its high saturated fat content and its association with elevated LDL, or “bad” cholesterol levels. With 82% saturated fat, coconut oil surpasses butter, palm oil, and lard in this regard. Although enthusiasts challenged the AHA’s findings at the time, the recent downturn in coconut oil’s popularity may reflect a shift in public perception aligning more closely with scientific consensus. While its health halo has been attributed to two studies linking medium-chain fatty acids to fat burning, coconut oil contains only 14% of these fatty acids, and the researcher behind those studies has criticized the coconut industry for misinterpreting her findings.
A few years ago, there was significant attention on the notion that saturated fat had been unjustly vilified concerning cardiovascular disease. However, recent research suggests that the topic is more complex than previously thought. Specifically regarding coconut oil, a recent review indicated that substituting it with unsaturated fats would likely be more beneficial for heart health. As scientists continue to debate the merits of saturated versus unsaturated fats, it appears the general public may have lost interest in the discussion. If consumers become convinced of the advantages of saturated fats, they might be more inclined to return to traditional fats like butter instead of opting for more exotic oils such as coconut.
On a broader scale, Americans now have a wider variety of fats and oils to choose from and are increasingly adventurous in their selections. Olive oil, for instance, has become a staple in American kitchens, with sales increasing by 250% since 1990. Meanwhile, health-conscious consumers are gravitating toward specialty fats and oils, particularly those that offer additional flavor or health benefits, sourced from avocados, sesame, flax, nuts, hemp, and grapeseed.
Additionally, products like Swanson Calcium Citrate Plus Magnesium are gaining traction for their health benefits, which further diversifies the choices available to consumers. As people’s preferences evolve, the focus on traditional fats and oils may shift, ultimately impacting coconut oil’s place in the market.