Several factors are contributing to the change in the dietary fats and oils landscape in the United States. Chief among them is the growing tendency to place less blame on dietary fat for America's health woes and a growing recognition that certain fats and oils can make positive health contributions. Related to this, there is much greater awareness that people eat real foods and ingredients, not the nutritional constituents that get listed on the Nutrition Facts panel.
Advice to cut fat and saturated fat from the American diet has been unrelenting since before the release of the 1980 Dietary Guidelines for Americans, so it is not surprising that regaining America's appetite and trust for higher fat consumption, and saturated fat consumption in particular, is evolving. The author considers Millennials and Generation Z consumers to be most inclined to view any type of fat not only as permissible, but as offering positive health benefits. These younger consumers did not experience firsthand, as adults, the low-fat craze of the 1990s and early 2000s, and do not have to overcome negative perceptions about fat in general. Instead, they are able to readily embrace and seek out specific fats for their health benefits.
Simultaneously, we are witnessing greater availability of select plant-derived oils and narratives espousing naturalness and healthfulness that are piquing consumer interest. The demand for clean, simple, and “pantry-friendly” ingredients is also playing a part, as is the desire by to avoid genetically modified organisms (GMOs) and to seek out organic foods. Not to be overlooked is a rediscovered respect for the importance of taste.
Report Methodology
The information in this report was obtained through both primary and secondary research. Consumer data are derived from two sources. The author organised national online consumer surveys which were conducted in February 2016 and February and March 2017, each with a panel of 2,000 U.S. adults (age 18+) balanced to the national population on the primary demographic measures of gender, age range, ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. Consumer data were also obtained from Simmons. On an ongoing basis, Simmons conducts telephone and booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.
Primary research includes interviews and discussions with various industry experts, review of ingredient company websites, consumer food and beverage product websites, visits to brick-and-mortar stores, including both conventional and natural and organic retailers, and review of select food and beverage products in the retail marketplace based on the type or amount of fat they contain. A wide range of secondary sources is also leveraged including industry reports, videos embedded in websites, presentations obtained from seminars, workshops and conferences, trade publications, business newspapers and magazines, consumer blogs, financial blogs, social media, annual reports, 10Ks and press releases.
Who Will Benefit From This Report:
Food and Beverage Manufacturers and Marketers
Foodservice Operators
Food and Beverage Retailers
Ingredient and Agricultural Product Companies
Private Label Marketing and Product Development Firms
Advertising Agencies
Investment Banks
Benefits of This Report
Coverage of specific fats and oils including (but not limited to):
Butter
Milkfat
Olive Oil
Coconut Oil
Avocado Oil
Ghee
Ancestral Animal Fats (Beef Tallow, Pork Lard, Duck Fat)
Algal Oil
Coverage of retail food and beverage categories benefiting from these fats and oils
Packaged Cookies
Yogurt
Mayonnaise and Salad Dressing
Oil Sprays
Functional Beverages
Salty Snacks
Return of butter to foodservice
Enhanced commodity oils and the use of biotechnology to offer superior nutritional attributes
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Chapter 1 Executive Summary
Scope
Report Methodology
Definitions
Key Drivers
Shifting Blame to Sugar
Certain Fats Promote Good Health
Not All Saturated Fat Is Bad
The Holy Grail: Healthy and Functional Trans Fats Substitutes
The Rise of Specialty Plant Oils
The New Normal: Clean and Simple Labels
Shift to Food-Based Approach to a Healthy Diet
New Fats and Oils Landscape
Chapter 2 Historical Perspective
Changes to U.S. Dietary Guidelines for Americans
Figure 2-1 USDA Food Guide Pyramid, 1992
Figure 2-2 USDA MyPyramid, 2005
Figure 2-3 USDA MyPlate icon shown with available “limit” graphic
Role of Fats & Oils in the American Diet
The Rise of Low-Fat
The Mediterranean Diet–First Crack in the Low-Fat Armor?
Figure 2-4 Mediterranean Diet Pyramid, 1993
Figure 2-5 Mediterranean Diet Pyramid, 2009
The Fall of Low-Fat
Low Carb Backlash
The Rise and Fall of Margarine
Butter Benefits from Trans Fat Backlash
Low-Fat Legacy Persists . . .
Fat Phobia Ending: Consumers Embrace Fat as Healthful
Fat Not Taboo for Today’s Diet Ideologies
Animal Fats Demonized for Too Long
Figure 2-6 Healthy Fats Coalition (HFC) Logo
“Smart Fat” Boosts Weight Loss, Fights Disease, & Slows Aging
Eat Fat to Lose Weight
Health Benefits Drive Omega-3 Fats
Omega-6: The Next Fat to Demonize?
Chapter 3 Consumer Paradigm Shift
Attitudes About the Healthfulness of Specific Fats and Oils
Consumers Feel Less Guilty About Eating Fattening Foods
Fats & Oils Consumed and Avoided
Table 3-1 Percentage of U.S. Adults Avoiding Particular Types of Fats & Oils, 2017
Fats and Oils Used for Cooking and Food Preparation
Table 3-2 Percentage of U.S. Adults Using Various Fats & Oils for Cooking & Food Preparation in Last 30 Days, 2017
Fats and Oils Consumers Look for in Processed Foods
Table 3-3 Percentage of U.S. Adults Seeking Processed Foods With Particular Fats and Oils, 2017
Changes in Consumer Use & Attitudes of Fats and Oils Over Time
Table 3-4 Percentage of U.S. Adult Consumers Using Butter and Various Plant-Based Oils, 2016 vs. 2008 (% change)
Table 3-5 Corn Oil Use & Agreement with Select Nutrition, Health, & Ingredient-Oriented Statements, 2016 vs. 2008 (% change)
Consumer Uses of Plant-Based Oils
Food Formulation Trends: Oils and Fats
Chapter 4 Perspectives of Health Authorities
2015-2020 Dietary Guidelines for Americans
Overarching Recommendations
Figure 4-1 Recommendation 1: 2015-2020 Dietary Guidelines for Americans at a Glance
Composition of Common Fats & Oils
Figure 4-2 Composition of Commonly Consumed Fats and Oils
Table 4-1 Select Nutrients in Commonly Consumed Fats and Oils (amount per tablespoon)
Figure 4-3 Average U.S. Intake of Oils & Solid Fats by Age and Gender
Figure 4-4 U.S. Average Saturated Fat Intake by Age and Gender Relative to Dietary Guidelines Limit
American Heart Association Position on Fats
Heart-Check Program
Chapter 5 New Fats & Oils Landscape
Traditional Ancestral and Native Fats More Trendy
Butter & Dairy Fat
Table 5-1 Estimated U.S. Conventional and Organic Milk Product Sales Percentage of Total Fluid Milk Products Sold and % Change, 2016 vs. 2015
Butter
Figure 5-1 Keebler Simply Made Cookie Crisps
Full-Fat Yogurt
Figure 5-2 Liberté Organic Whole Milk Yogurt
Figure 5-3 Tillamook Whole Milk Farmstyle Greek Yogurt
Figure 5-4 siggi’s Whole Milk Drinkable Yogurt
Figure 5-5 siggi’s Triple Cream Icelandic-Style Strained Yogurt (9% milkfat)
Figure 5-6 Stonyfield Organic 100% Grassfed Whole Milk Yogurt
Olive Oil
Consumers & Olive Oil
Authenticity Challenges–A Threat to Olive Oil’s Popularity?
Olive Oil at Retail
Figure 5-7 Pompeian Extra-virgin Olive Oil Cooking Spray
Dressings & Mayonnaise with Olive Oil
Figure 5-8 Wish-Bone E.V.O.O. Salad Dressing
Figure 5-9 Wish-Bone E.V.O.O. Salad Dressing
Figure 5-10 Hellmann’s and Kraft Mayonnaise Products with Olive Oil
Salty Snacks
Figure 5-11 The Little Kernel Mini Popcorn–Truffle Sea Salt
Figure 5-12 Boulder Canyon brand as Real Thin Pop Olive Oil White Cheddar Popcorn
Figure 5-13 Boulder Canyon Olive Oil Sweet Vinegar Kettle Cooked Potato Chips
Crackers
Coconut Oil
Consumer Confusion & Ongoing Debate
More Retail Shelf Space for Coconut Oil
Figure 5-14 Crisco Organic Coconut Oil–Unrefined and Refined
Figure 5-15 PAM Superior No Stick Simply Coconut Oil
Figure 5-16 Pompeian Coconut Oil Spray
Coconut Oil Goodness in Snack Chips
Figure 5-17 Jackson’s Honest Maple Cinnamon Sweet Potato Chips Made with Coconut Oil
Figure 5-18 Boulder Canyon Coconut Oil Pineapple Habenaro Kettle Cooked Potato Chips
Figure 5-19 Boulder Canyon Real Thin Pop Coconut Oil Sea Salt Pop Corn
Figure 5-20 LesserEvil Buddha Bowl Foods Bonsai–Wasabi Style Popcorn Made with Coconut Oil
Beverages Promote Benefits of Added Coconut Fat
Figure 5-21 B’more Organic Coconut Skyr Smoothie
Specialty Fats & Oils
Animal Cooking Oils
Figure 5-22 Epic Provisions - Chef-Choice Animal Cooking Oils Beef Tallow, Pork Lard, and Duck Fat
Ghee
Figure 5-23 Fourth & Heart Ghee with Himalayan Pink Salt
Figure 5-24 LesserEvil Buddha Bowl Foods Oh My Ghee!
Avocado Oil
Figure 5-25 Chosen Foods Avocado Oil Pan Spray
Figure 5-26 Pompeian Avocado Oil Spray
Figure 5-27 Chosen Foods Avocado Mayo
Figure 5-28 Primal Kitchen Chipotle Lime Mayo Made With Avocado Oil
Figure 5-29 Primal Kitchen Ranch Dressing Made With Avocado Oil .. 137
Figure 5-30 LesserEvil Buddha Bowl Foods Avocado-Licious Organic Popcorn
Figure 5-31 Boulder Canyon Real Thin Pop Avocado Oil Sea Salt Pop Corn
Figure 5-32 New York Chips Made with 100% Avocado Oil
Figure 5-33 Boulder Canyon Authentic Foods Avocado Oil Canyon Cut Kettle Cooked Malt Vinegar & Sea Salt Potato Chips
New Fat Blends
Figure 5-34 Prosperity Organic Foods Inc. Melt Organic Buttery Sticks
Figure 5-35 Prosperity Organic Foods Inc. Probiotic Melt Organic Buttery Spread
Improved Commodity Oils
Non-GMO Project Verified Oils
Promising Replacement for Partially Hydrogenated Oils (Trans Fats)
Figure 5-35 Thrive Culinary Algae Oil
