A growing campaign in the United States against seed oils, championed by Robert F. Kennedy Jr. and his Make America Healthy Again (MAHA) movement, is reshaping consumer habits and could create new opportunities for Asian producers of palm and coconut oil. While the debate remains contentious, the ripple effects are already being felt across global commodity markets, particularly in Southeast Asia.
MAHA activists have labeled eight oils—canola, cottonseed, grape seed, safflower, soybean, sunflower, corn, and rice bran—as the "Hateful Eight," despite the fact that corn and rice bran are not technically seed oils. The movement argues that the refining process, which involves high heat, bleaching, and chemical solvents like hexane, leaves harmful inflammatory toxins in the final product. A 2024 survey by the International Food Information Council found that 28% of Americans now actively avoid seed oils.
Medical Establishment vs. MAHA
The American Heart Association (AHA) maintains that seed oils are safe and beneficial for heart health, stating in a 2024 press release that "there's no reason to avoid seed oils and plenty of reasons to eat them." However, in an era of widespread distrust of institutions, the MAHA narrative is gaining traction. In February, former American Soybean Association president Josh Gackle testified before the US Senate, warning that "false claims" about soybean oil could devastate farmers. "Soybean oil consumption for edible uses is a stable market that has provided continued certainty for our farmers," he said, "and removing that market would cause an immediate and significant decline in soybean oil prices."
The US government's 2026 Dietary Guidelines for Americans, released under Kennedy's influence as Health and Human Services Secretary, promote cooking with butter, beef tallow, and olive oil but pointedly omit any mention of seed oils. A 2025 study funded by the United Soybean Board concluded that a full ban on seed oils would raise food prices and lower farm incomes, with the biggest beneficiary being imported palm oil.
Opportunity for Asian Producers
Palm oil, primarily produced in Indonesia and Malaysia, is already a staple in global food manufacturing due to its low cost and high smoke point. Coconut oil, largely from the Philippines and Indonesia, is also gaining favor among health-conscious consumers in the US. Brands like LesserEvil popcorn now advertise their use of coconut oil, which is high in saturated fats—a category MAHA embraces despite medical warnings.
The potential shift in US demand comes at a time when Asian agricultural exporters are navigating complex trade dynamics. For instance, US Agriculture Urges Fixing USMCA as China Cuts American Imports highlights how Beijing's reduced purchases of US farm goods are reshaping supply chains. Meanwhile, Asian Firms Are Quietly Buying Up America: A Capital Flow Reversal underscores the region's growing economic influence.
However, the impact on US seed oil producers may be limited for now. Only a small fraction of US corn is used for food oil, and much of the soybean oil supply has been diverted to biofuels. Restaurants continue to use seed oils for their affordability and high smoke points. The 28% avoidance figure also lacks historical context—it is unclear whether this represents a sharp increase or a gradual trend.
Still, the trajectory is concerning for American growers. If the MAHA movement continues to gain momentum, the 28% figure could rise to 50% or more, as some analysts fear. For Asian producers, this represents a strategic opportunity to capture a larger share of the US cooking oil market, provided they can navigate regulatory hurdles and consumer perceptions.
The broader implications extend beyond cooking oils. As How the Americas Are Reshaping Global Oil Markets Amid the Iran War shows, geopolitical shifts are already disrupting energy and commodity flows. For Southeast Asian nations, the US seed oil backlash could be a rare bright spot in an otherwise uncertain trade environment.
