While beauty remains the dominant consumer domain for virgin coconut oil, the food, nutrition, and wellness sectors present a strong and growing opportunity. As lifestyles shift toward functional diets, VCO’s nutritional attributes are gaining attention beyond skincare.
The MRFR report underscores VCO’s applications not just in cosmetics but in food, pharmaceuticals, and wellness.
Nutritional and Wellness Appeal
Medium-chain triglycerides (MCTs): VCO is a known source, preferred in metabolic, weight, and energy-oriented diets
Antioxidant & Antimicrobial Properties: These bioactive traits support appeal in functional foods
Diet Trends: Keto, paleo, plant-based diets favor oils like VCO for health-driven consumers
Food & Wellness Applications
Cooking & Baking: Substitute in healthy recipes, light frying, flavoring
Functional Beverages & Smoothies: VCO blends in health drinks, wellness shots
Nutraceutical / Supplement Use: VCO oil capsules or blend formulas
Fortified Products / Foods: Incorporate VCO into bars, spreads, snack lines
Market Trends & Signals
The Grand View Research projection: VCO’s market was USD 845.3 million in 2022, expected to reach ~USD 1,606.1 million by 2030 (CAGR ~8.6 %).
Asia-Pacific remains dominant in production and consumption, but demand from Western markets in food & wellness is rising.
Challenges in Food / Wellness Use
Flavor & Aroma Constraints: Coconut taste may not suit all culinary applications
Stability & Thermal Sensitivity: VCO has limitations under high heat or long cooking
Cost & Component Pricing: More expensive than refined oils, especially in large-scale food manufacturing
Claims & Regulatory Barriers: Health claims need scientific backing and compliance
Strategic Moves for Food / Wellness Players
Develop neutral-flavor or mild VCO blends
Position VCO in niche diet markets (keto, MCT-focused, plant-based)
Offer small-size / trial formats for consumer adoption
Ensure food-grade certifications, transparent labeling
Collaborate with wellness, nutrition, or health brands for co-brand and endorsement
Outlook
Over time, the share of VCO used in food, nutrition, and wellness will likely increase, complementing its strong base in beauty. As margins and volumes scale in these sectors, VCO could become a staple ingredient in functional food portfolios. The synergy between beauty, nutrition, and wellness elevates VCO’s potential as a holistic natural product.
