Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/769179
"Coconut has been around for a good while but every year we see a new expression of it," says Kara Nielsen, an independent food trend analyst. "It's gaining ground with specialty foods because people now have a deeper understanding of how good it is for them. Its dietary and nutritional message has finally caught up, giving it more momentum than ever." Coconut's foothold in the specialty food world may have begun with coconut water. After being endorsed by pop stars like Rihanna and Madonna and offered at trendy hot yoga studios for quick hydration and potassium replacement, consumers were soon drinking coconut water like it was streaming out of the tap. Then came coconut oil, with media outlets touting it as equally good to cook with, swirl in the mouth to detox, or use to remove makeup or moisturize. In time, specialty food manufacturers began using coconut in a variety of inventive ways. Coconut is popular in vegan baking as an alternative to butter as well as in the Paleo diet because of its healthy fats, B vitamins, and the idea that it can be consumed in its 'natural state.' It's also popular with fitness fanatics who are using MCT (medium chain triglycerides) oils like coconut in their coffee for a quick energy boost. According to "Today's Specialty Food Consumer," annual research published by the Specialty Food Association and Mintel, for the past two years, shoppers have been more likely to cite dietary or health reasons as drivers to try specialty foods. Coconut is an example of how well the industry has incorporated a better-for-you ingredient into sometimes decadent foods and beverages. "Coconut's versatility and appealing nutritional profile have caused manufacturers to take note and, in turn, produce unique and innovative products," says Tania Ortega, director, customer insights growth solutions, at KeHE Distributors, LLC. GROUNDBREAKING CATEGORIES AND TRENDS 1. Coconut Oil "The coconut craze has most certainly disrupted the market share in specialty food categories, some more so than others," says Ortega. The oil category is a prime example. "Coconut oil has a 30 percent market share in the natural channel compared to canola and corn's five percent," she notes. With healthful vegetable cooking oils accounting for the larg- est share of the fats and oils market (in terms of value and volume), according to global research marketing firm MarketsandMarkets' "Fats & Oils report, 2015," coconut oil still maintains a strong posi- tion on store shelves. Ortega says that while coconut oil is resonating category spotlight Coconut oil, shown here in solid and liquid form, is used in myriad cooking and baking applications. 76 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com