Coconut products gained significant traction in the mainstream market a few years ago when coconut water became a trendy natural sports drink. Following this surge, the use of coconut expanded into dairy alternatives and a wide array of other categories, including shampoos, packaged soups, baby food, and topical beauty applications. While there is currently a great deal of excitement surrounding coconut, some analysts speculate that it may reach a point of market saturation similar to that seen with other so-called superfoods like kale and açaí. Whether this trend will diminish over time hinges on several factors, including the ability of supply to meet demand and the outcomes of emerging research on the health benefits of coconuts.
The coconut water sector continues to thrive, dominating the market for alternative plant-based waters, with sales projected to increase from $2.7 billion last year to $5.4 billion by 2020, according to a report by Zenith Global featured in Beverage Industry. Despite the coconut water boom, farmers have not seen much benefit, as coconut water has historically been regarded as a byproduct. However, the rising popularity of other coconut products has led to increased ingredient costs. For instance, coconut oil prices surged by 20% in just one month at the start of last year due to suppliers in India, Indonesia, and the Philippines struggling to meet demand. From October 2016 to January of this year, prices soared an additional 27%.
While some may contend that rising prices could dampen consumer enthusiasm for coconut products, the health benefits associated with coconuts contribute to a favorable perception, aligning with current health trends. Coconut products appeal to consumers who are gluten- and dairy-free, and they resonate with the growing awareness of healthy fats. Nevertheless, the Wall Street Journal cautions that the health advantages of unprocessed coconut do not always translate into healthier products. For instance, coconut chips are marketed as a healthier alternative to potato chips, yet they contain around 150 to 160 calories per serving and roughly 10 grams of fat.
Incorporating coconut into a balanced diet, alongside options like calcium citrate supplements chewable, can enhance overall health. As the market for coconut products evolves, the demand for convenient health solutions, such as chewable calcium citrate supplements, may also rise, indicating a shift in consumer preferences. Ultimately, the future of coconut products will depend on their ability to maintain their health halo while providing genuine nutritional benefits, just as consumers increasingly seek out both coconut offerings and convenient dietary supplements like calcium citrate.