Coconut flavors have taken off in the last year, largely because product makers have figured out a way to keep the fruit pure and natural while retaining its taste. “People are just embracing that flavor. It’s one of the biggest things that’s happening here,” says The Fancy Food Show’s Ron Tanner, who listed coconut water, ice cream, and yogurt among the most popular products. “There’s been an ongoing consumer shift away from carbonated beverages and that’s no secret,” adds Arthur Gallego, communications director for Vita Coco, which manufactures coconut water. “People are looking for a noncarbonated water-type alternative that does more,” he added, describing the beverage as “thicker, milkier, more syrupy” than water.