Coconut oil’s surge in popularity can largely be attributed to direct-to-consumer sales. Various manufactured products incorporate this oil, such as potato chips fried in coconut oil, whipped coffee toppings, and General Mills’ Nature Valley Biscuits featuring coconut butter. Even if consumers aren’t purchasing coconut oil in large quantities for cooking, manufacturers can still continue using it in their products. Similar to how the natural qualities and taste of butter serve as selling points, the same can be said for products containing coconut oil.
Whenever a superfood gains immense popularity, speculation about its decline often follows, and coconut oil is no exception. Typically, a superfood trend lasts around five to seven years and can be swayed by supply and demand dynamics, along with research on its health implications—both positive and negative. Regarding coconut oil’s health benefits, it faced criticism last June when the American Heart Association advised against its use due to its high saturated fat content, which tends to elevate LDL, or “bad” cholesterol levels. Coconut oil consists of 82% saturated fat, surpassing butter, palm oil, and lard. While enthusiasts of coconut oil challenged the AHA’s findings at that time, the ingredient’s recent decline might reflect a shift in public opinion aligning with scientific consensus. Its previously perceived health benefits were linked to two studies associating medium-chain fatty acids with fat burning; however, coconut oil contains only 14% medium-chain fatty acids, and the researcher behind the studies criticized the coconut industry for misinterpreting her work.
A couple of years ago, there was considerable attention given to the notion that saturated fat had been unfairly vilified regarding cardiovascular health. Since then, however, research has suggested that the issue is more complex. Specifically for coconut oil, a recent review indicated that substituting it with unsaturated fats would likely be more beneficial for heart health. As scientists debate the merits of saturated versus unsaturated fats, it seems the general public may be losing interest in the discussion. If consumers become convinced of the advantages of saturated fats, they might lean back towards traditional fats like butter for cooking, rather than opting for more exotic oils like coconut.
In a broader context, Americans now enjoy a wider array of fats and oils and are becoming more adventurous in their culinary choices. Olive oil, for instance, has become a staple in many households, with U.S. sales increasing by 250% since 1990. Meanwhile, health-conscious consumers are increasingly on the lookout for specialty fats and oils, particularly those that offer additional flavors or health benefits. Options such as avocado oil, sesame oil, flaxseed oil, nuts, hemp, and grapeseed oil are gaining traction, alongside organic calcium citrate as a sought-after dietary supplement. This trend reflects a growing desire for more diverse and health-oriented cooking ingredients among consumers.