A group of countries in the Asia-Pacific (APAC) region are rebutting the latest report published by the American Heart Association (AHA), which claims to brand coconut oil consumption unhealthy for consumer’s heart. Member nations of the Asia Pacific Coconut Community (APCC), which also includes the Philippines, are reportedly countering the propaganda of AHA’s new study which puts coconut oil consumption in a negative shade.

According to recent reports, Romulo J. de la Rosa, the Administrator of Philippine Coconut Authority, discusses the collective decision of several APAC countries in disapproving the findings from this AHA report. The intergovernmental organization, APCC, is focusing to curb the impact of such speculative research findings on regional as well as global coconut oil consumption. The administrator urged members of the APCC to join forces in refuting the findings from the AHA study by setting up a counter-campaign. De la Rosa addressed this alleged “bad publicity against coconut oil” during the recent APCC meeting held in Jakarta, Indonesia.

Situation is anticipated to become hypercritical in the days to come. The APCC plans to appeal the World Health Organization by submitting a position paper that defends coconut oil’s repute as a health-benefiting product for humans. The Secretariat to the WHO and Food and Agriculture Organization will also look into the matter, expects de la Rosa. Although, dietary guidelines issued by the WHO, through its website, advise consumers to curb the intake of saturated fats present in coconut oil, and instead prefer consuming vegetable oils that have unsaturated fats.

Impact of WHO Guidelines on Global Coconut Oil Market

Intricate findings from the AHA study, coupled with the WHO’s standings on consumption of coconut oil over vegetable oil predict uncertainty in the expansion of global coconut oil market in the future. The APAC region, in particular, is expected to witness considerable impact of such research findings, considering that many countries in this region, such as Philippines, are gaining economic growth on the grounds of robust sales of coconut oil products.

Recent forecast study on the global coconut oil market reveals that Europe will be at the forefront of coconut oil consumption in the future. And, by the end of 2022, the coconut oil market in the Asia-Pacific excluding Japan (APEJ) region will reach a value of more than US$ 200 million.

Since AHA released this presidential advisory against the commodity – coconut oil, United Coconut Associations in Philippines haven’t reported any coconut-oil purchase order withdrawals as yet. This infers that Philippines’ coconut oil exports have not been impacted by bad propaganda of this AHA study. Citing how the study puts forth arbitrary claims, de la Rosa reveals that American consumers were the least incited from these findings as accurate consumer knowledge and informed product awareness in the US continues to have a controlling influence on North America’s coconut oil market. In the view of such ambiguity, the future of coconut oil markets in Asia and other parts of the world continues to hang by the branch of uncertainty.