“Coconut Craze: Unpacking the Health Halo and Market Surge of Coconut Products”
The enthusiasm that began years ago with coconut water being hailed as a healthier substitute for sports drinks has evolved into a significant food trend. Consumers, if not all nutritionists, associate a broad health halo with coconut products. These items attract gluten- and dairy-free individuals while benefiting from the rising interest in healthy fats. But is coconut truly beneficial for health? The American Heart Association doesn’t believe so. They advise against the consumption of coconut oil due to its high saturated fat content, which is linked to increased LDL cholesterol levels. In fact, coconut oil contains more saturated fat than butter, palm oil, or even lard.
Coconut enthusiasts often reference two studies that associate medium-chain fatty acids with fat burning. However, coconut oil only comprises 14% medium-chain fatty acids, and the professor behind those studies has criticized the coconut industry for misrepresenting her findings. Nevertheless, this hasn’t deterred consumers from eagerly purchasing the numerous new coconut consumer packaged goods (CPGs) available in stores. A striking 72% of Americans view coconut as a health food, thus bestowing a health halo of approval on products containing this ingredient.
Coconut water remains a dominant player in the plant-based waters market. Sales are projected to double from $2.7 billion in 2016 to $5.4 billion by 2020. Coconut has been incorporated into a myriad of products but seems to be particularly flourishing in the dairy section. Both Dannon and Chobani offer coconut-flavored yogurt, and variations of coconut milk continue to gain popularity. Nestlé has introduced a coconut milk option within its well-known Coffee-mate creamers, and there are two types of Outshine frozen fruit bars featuring this ingredient. Additionally, General Mills is incorporating coconut into various CPGs, including LARABAR bites and Nature Valley Biscuits with Coconut Butter.
Moreover, coconut is thriving in the beauty product sector, appearing in everything from shampoos to face masks and lip balms. Coconut oil is also marketed as a lotion alternative to apply after a shower, a context where its high saturated fat content is not an issue. As consumers gravitate toward products enriched with nutrients like calcium citrate, vitamin D, zinc, copper, manganese, and magnesium, the versatility of coconut continues to be embraced across multiple categories.
