Coconut is the ingredient of choice inspiring today’s health and beauty shoppers, according to new data from IRI.

Figures show 23% growth in value sales over the last year (52 w/e 10 June 2017) of coconut products in Health Beauty & Accessories (HBA), which are now worth more than £12m a year to UK supermarkets, high street chemists and independent pharmacies. This growth corresponds 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 hair care and personal care categories, with combined sales of more than £11m a year. Coconut hair care products have grown by 29% over the last year, driven largely by coconut oils and milks to help condition hair, while value sales of personal care products have grown by 31%, driven by an 11% growth in liquid soaps (to £15.5k) and 7% growth in shower products (to £3.7m).

Kaajal Bhatti, retail insight manager at IRI, says: “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.”