Consumer Will Pay More For No Trans Fat
Source: Agweb.com
U.S. consumers are willing to increase grocery spending for healthier foods—which is a major turning point in shopping behavior. The reasons? Consumers are trying to avoid trans fats, increase intake of the “good fats” or boost consumption of beneficial ingredients like soy protein, according to the 2007 Consumer Attitudes about Nutrition survey sponsored by the United Soybean Board (USB).
The study found 60 percent of consumers express a willingness to pay extra for healthier foods, reversing a four-year downward trend and a seven percent rise over 2006 alone. Independent market research by groups, such as Global Industry Analysts, confirms this surge. They report the functional foods market is expected to reach $109 billion by 2010 due to key factors, such as growing income levels, changing lifestyles, increasing health awareness, the trend towards convenience foods and an aging population.
As a prime example of desired food product changes, two-thirds of consumers in the USB study say they would be more likely to purchase a favorite product if it were reformulated with zero grams trans fat and noted on the package, up 10 percent over last year. Half of today’s consumers report it unlikely they would purchase foods with trans fat listed on the label.
News and information about “good” versus “bad” fats also resonates with these health-minded shoppers. In a continuing upward trend, 62 percent of consumers report that implementing a moderate-fat diet, including “good fats,” is an effective strategy for improving overall health (up 15 percent over 2006). And, 70 percent of consumers rate omega-3 fatty acids as healthy.
“Our nation’s soybean growers are proud that soybean oil provides a heart-smart solution for consumers,” noted Steve Poole, Director of Soy Protein and Edible Oils programs for USB. Soybean oil, commonly labeled as vegetable oil, contains zero grams of trans fat per serving, no cholesterol and is low in saturated fat – a fat Poole cautions consumers to also “keep a watchful eye on for intake.” Soybean oil provides the poly- and monounsaturated (“good”) fats that reduce cholesterol and the risk of heart disease when replacing saturated fats in the diet, along with heart-healthy vitamin E and omega-3 fatty acids.
Source: Agweb.com
U.S. consumers are willing to increase grocery spending for healthier foods—which is a major turning point in shopping behavior. The reasons? Consumers are trying to avoid trans fats, increase intake of the “good fats” or boost consumption of beneficial ingredients like soy protein, according to the 2007 Consumer Attitudes about Nutrition survey sponsored by the United Soybean Board (USB).
The study found 60 percent of consumers express a willingness to pay extra for healthier foods, reversing a four-year downward trend and a seven percent rise over 2006 alone. Independent market research by groups, such as Global Industry Analysts, confirms this surge. They report the functional foods market is expected to reach $109 billion by 2010 due to key factors, such as growing income levels, changing lifestyles, increasing health awareness, the trend towards convenience foods and an aging population.
As a prime example of desired food product changes, two-thirds of consumers in the USB study say they would be more likely to purchase a favorite product if it were reformulated with zero grams trans fat and noted on the package, up 10 percent over last year. Half of today’s consumers report it unlikely they would purchase foods with trans fat listed on the label.
News and information about “good” versus “bad” fats also resonates with these health-minded shoppers. In a continuing upward trend, 62 percent of consumers report that implementing a moderate-fat diet, including “good fats,” is an effective strategy for improving overall health (up 15 percent over 2006). And, 70 percent of consumers rate omega-3 fatty acids as healthy.
“Our nation’s soybean growers are proud that soybean oil provides a heart-smart solution for consumers,” noted Steve Poole, Director of Soy Protein and Edible Oils programs for USB. Soybean oil, commonly labeled as vegetable oil, contains zero grams of trans fat per serving, no cholesterol and is low in saturated fat – a fat Poole cautions consumers to also “keep a watchful eye on for intake.” Soybean oil provides the poly- and monounsaturated (“good”) fats that reduce cholesterol and the risk of heart disease when replacing saturated fats in the diet, along with heart-healthy vitamin E and omega-3 fatty acids.
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