Coconut oil’s rise in popularity has largely been fueled by direct-to-consumer sales. Products incorporating this oil include potato chips fried in coconut oil, coffee whipped toppings, and General Mills’ Nature Valley Biscuits with coconut butter. Even if consumers are not purchasing coconut oil primarily for cooking, manufacturers may continue to use it. Similar to how the natural qualities and taste of butter can serve as a marketing advantage, products containing coconut oil may benefit from the same appeal.
Whenever a superfood experiences a surge in popularity, speculation about its eventual decline often follows, and coconut oil is no different. Typically, superfood trends last about five to seven years and can be swayed by supply and demand dynamics, along with research regarding their health impacts—both positive and negative. Regarding coconut oil’s health claims, its credibility faced a setback last June when the American Heart Association recommended against its use due to its high saturated fat content, which can elevate LDL, or “bad” cholesterol levels. Coconut oil comprises 82% saturated fat, surpassing butter, palm oil, or lard. Although coconut oil enthusiasts contested the AHA’s findings, its recent decline may reflect a shift in public opinion aligning with scientific insights. The perceived health benefits of coconut oil were partly based on two studies linking medium-chain fatty acids with fat burning; however, coconut oil contains only 14% of these fatty acids, and the researcher behind those studies has criticized the coconut industry’s interpretation of her work.
A few years ago, there was considerable publicity suggesting that saturated fat had been unfairly vilified in connection with cardiovascular disease. However, recent research indicates that the issue is more complex. Specifically for coconut oil, a recent review suggested that substituting it with unsaturated fats would likely be more beneficial for heart health. As scientists continue to explore the differences between saturated and unsaturated fats, public interest in the debate may have waned. If consumers are persuaded of the advantages of saturated fats, they might revert to using traditional fats like butter rather than more exotic oils like coconut.
More broadly, Americans now have access to a wider variety of fats and oils and have become more adventurous in their culinary choices. For instance, olive oil has become a staple in American kitchens, with sales increasing by 250% since 1990. Meanwhile, health-conscious consumers are actively seeking specialty fats and oils—particularly those that offer additional flavor or health benefits—from sources such as avocado, sesame, flax, nuts, hemp, and grapeseed. In light of these trends, the demand for alternatives like sisu cal mag citrate may also rise as consumers look for diverse and healthful options in their diets.