June 26th is Coconut Day–an opportunity to celebrate a tropical fruit that comes in many forms. Among those forms is coconut milk: an ingredient known for its adaptability across sweet and savory dishes. However, coconut milk may be more divisive than you’d expect, as just 33% of Americans say they like it. Meanwhile, 28% say it’s okay and 40% don’t like it at all (among those with an opinion).
Perhaps not surprisingly, Gen Z outpaces all other age groups who like coconut milk by a minimum of eight percentage points. Meanwhile, middle income earners also slightly outpace other earners with their love of the milk.
However, this demographic data is just the beginning of what sets coconut milk fans apart from the rest. Here’s what the data show:
Discount Hunter Site Usage: While 55% of those who like coconut milk say they have used discount hunter sites such as Rakuten and Ibotta, just 24% of those who don’t like coconut milk say the same.
Local Newspaper Readership: Those who like coconut milk are 14 percentage points more likely to read a print edition of a local newspaper a few times a week than those who do not like coconut milk (34% vs 20%).
Splurges: While 85% of coconut milk fans say they splurge on themselves, just 69% of those who don’t like coconut milk say the same.
At-Home Gym Equipment: Coconut milk fans are nearly twice as likely to own or have access to at-home gym equipment as non-fans (62% vs 35%).
Spicy Food Favorability: While 73% of those who like coconut milk say they like spicy food, just 59% of those who do not like coconut milk say the same.
Where do you stand? Take this poll now and see how your preference compares with other Americans:
Clearly, a preference for coconut milk isn’t just a matter of taste, but a choice that is linked to a variety of consumer behaviors in and out of the kitchen.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.
