Coconut is the ingredient of the moment for today’s consumers – is it time to add it to your offer?
Coconut products – including food, drinks, health and beauty products – have seen a 23 per cent increase in value sales since last year, according to the latest data from IRI, the provider of big data and predictive analytics for FMCG manufacturers and retailers.
Coconut health and beauty products are now worth more than £12m a year to UK supermarkets, high street chemists and independent pharmacies, corresponding with the growing popularity of coconut-inspired food and drink products like coconut milk and water.
IRI’s data shows particularly strong growth in the haircare and personal care categories, with combined sales of more than £11m a year. Coconut haircare products have grown by 29 per cent over the last year, with conditioners growing by 50 per cent and shampoos by 31 per cent. Sales of coconut personal care products have also grown by 31 per cent.
Kaajal Bhatti, Retail Insight Manager at IRI, says: ‘Looking at our data, we can see coconut as an ingredient has really been gaining in popularity since January of last year, which corresponds with figures showing that coconut-related web searches have been on the rise over the past couple of years. I think what we’re actually seeing is something of a coconut revolution, rather than just a fad, as the gap between food and drink and health and beauty closes, suggesting that more and more people are looking to products and ingredients that look after both their internal and external health.’
‘Although the trend started in the food and drink industry, it has quickly evolved into health and beauty, showing the true versatility and popularity of the ingredient and opportunities for both manufacturers and retailers in terms of product innovation, range optimisation and promotional campaigns.’
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