First it was coconut water, then coconut oil. Now Waitrose has revealed that sales of coconut flour have risen at the supermarket chain by 24% in the last month alone.
The flour is high in fibre, rich in protein and free from wheat and other grains, making it a suitable alternative for those who are gluten-intolerant.
Over the past three years, annual spending on coconut water in the UK has surged from £3.9 million to almost £33 million, according to consumer research group Kantar Worldpanel. The nation’s appetite for coconut oil is equally growing as sales rose from around £1 million to £16.4 million over the same period.
Foodie bloggers such as Jasmine and Melissa Hemsley, Madeleine Shaw and Ella Woodward are all fans of the product too. From Madeleine’s paleo hot cross buns to the Hemsley sisters’ Dutch apple pancakes, they are championing coconut flour by showcasing its versatility.
Waitrose buyer Jo Heywood said: “Coconut flour is really having its moment in the spotlight and rightly so. It’s a great product that is really versatile and a fantastic flour alternative. The foodie bloggers are definitely driving the trend and we imagine sales will continue to grow as our shoppers become more confident about using coconut flour in their everyday cooking.”