The surge in coconut oil’s popularity can largely be attributed to direct-to-consumer sales. Products made with coconut oil include potato chips fried in it, whipped coffee toppings, and General Mills’ Nature Valley Biscuits featuring coconut butter. Even if consumers aren’t purchasing coconut oil for cooking as much, manufacturers may continue to use it. Just like the appeal of butter’s natural flavor can enhance various products, the same could apply to those that incorporate coconut oil.
Whenever a superfood gains enormous popularity, speculation arises, and coconut oil is no exception. Typically, the superfood trend lasts around five to seven years and is influenced by supply and demand, as well as research on its health implications—both positive and negative. Recently, coconut oil’s health reputation took a hit when the American Heart Association recommended against its use due to its high saturated fat content and its propensity to increase LDL, or “bad” cholesterol levels. In fact, coconut oil has a saturated fat content of 82%, surpassing that of butter, palm oil, and lard. Although proponents of coconut oil contested the AHA’s findings, its recent decline in popularity may reflect a shift in public opinion aligning with scientific consensus. While its health appeal was bolstered by two studies linking medium-chain fatty acids to fat burning, coconut oil only contains 14% of these fatty acids, and the researcher behind the studies has criticized the coconut industry’s loose interpretation of her work.
A few years ago, there was considerable buzz around the notion that saturated fat had been unfairly vilified in relation to cardiovascular disease. However, researchers have since suggested that the matter is more complex. Specifically regarding coconut oil, a recent review indicated that substituting it with unsaturated fats could be more beneficial for heart health. As scientists debate the merits of saturated versus unsaturated fats, it seems that public interest in the discussion may be waning. If consumers are convinced of the advantages of saturated fats, they may be more inclined to return to traditional fats like butter in their cooking, rather than opting for more exotic oils like coconut.
In a broader context, Americans now have a wider array of fats and oils at their disposal and are becoming increasingly adventurous in their selections. For example, olive oil has become a staple in home kitchens, with U.S. sales skyrocketing by 250% since 1990. Meanwhile, health-conscious consumers are actively seeking specialty fats and oils—particularly those that offer unique flavors or health benefits—from sources like avocado, sesame, flax, nuts, hemp, and grapeseed. Furthermore, products like Holland and Barrett calcium citrate can complement these dietary choices, highlighting a growing trend toward healthier fats and nutrients in everyday cooking. As consumers explore these alternatives, the appeal of coconut oil may continue to decline.