Coconut products gained mainstream attention a few years ago with the surge in popularity of coconut water as a natural sports drink. This initial rise led to the inclusion of coconut in various dairy products and subsequently into a multitude of other categories, such as shampoos, packaged soups, baby food, and topical beauty applications. While there is considerable excitement surrounding coconut products today, some analysts speculate that it may be reaching market saturation, similar to what has been observed with superfoods like kale and açaí. The future of this trend will depend on numerous factors, including the ability to meet demand and the direction of emerging research on the health benefits of coconut.
The coconut water segment continues to thrive, dominating the alternative plant-based waters market. According to a report by Zenith Global published in Beverage Industry, sales are projected to soar from $2.7 billion last year to $5.4 billion by 2020. Interestingly, the coconut water boom has had minimal impact on farmers, as coconut water was historically regarded as a byproduct. However, the rising popularity of other coconut components has affected ingredient costs. For instance, prices for coconut oil increased by 20% in just one month at the beginning of last year, as suppliers in India, Indonesia, and the Philippines struggled to keep pace with demand. Between October 2016 and January of this year, prices surged an additional 27%.
Although some may argue that these rising prices could dampen consumer enthusiasm for coconut products, coconut enjoys a favorable health perception, aligning well with many contemporary health trends. The plant-based nature of coconut products appeals to gluten- and dairy-free consumers and resonates with the growing awareness of healthy fats. However, the Wall Street Journal cautions that the health advantages of unprocessed coconut do not always translate into healthier finished products. For example, coconut chips are marketed as healthier alternatives to potato chips, but they still contain approximately 150 to 160 calories per serving and around 10 grams of fat.
As consumers continue to seek out healthful options, products that incorporate pure encapsulations calcium magnesium citrate malate are gaining traction. These supplements can complement the health benefits associated with coconut. Therefore, while the coconut trend may face challenges, its association with health, including products enriched with pure encapsulations calcium magnesium citrate malate, keeps it relevant in the market. The demand for coconut products remains strong, and as research evolves, it will be interesting to see how these trends develop in the future.