Market Trends: Are Healthy Fats Back? -- Trans Fat, Low-Fat and Edible Fats in a Low Carb Society

This publication has been discontinued on July 19, 2011.

Introduction

In the 1990s, fat was out - or at least it was kept low. Move to the 2000s and, with the ascendancy of the low-carb diet, fat' s back in. But not really all fat - maybe now just "healthy"  fat. Increasingly, nutritionists and researchers are discovering - and publicizing - the dangers of saturated fats and trans fatty acids, components of many packaged, processed foods. By January 2006, under new Food and Drug Administration regulations, all food marketers will have to disclose the level of trans fats in their packaged products. Already, many large companies, such as Frito-Lay, Nabisco and Tyson Foods, have eliminated or reduced the level of trans fats in their products, and many more are sure to follow suit. This report examines the issues behind the efforts to reduce or remove trans fats from products, and the impact that will have on the marketplace and the consumer.

Introducing Market Trends

Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods industries.

Report Methodology

The information in Market Trends: Trimming Trans Fats - The Move Toward "Healthy Fats"  is based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the food industry and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.

What You' ll Get in this Report

Market Trends: Trimming Trans Fats - The Move Toward "Healthy Fats"  offers unique perspective on the food industry' s efforts to remove or minimize trans and saturated fats from processed products - and the impact that will have on the marketplace. No other market research report provides the analysis and trends coverage that Trimming Trans Fats offers. Plus, you' ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company wants to understand and get ahead of what could be the next "big"  diet and health trend, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence the development of this market.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for new products and ingredients.
• Research and development professionals stay on top of competitor initiatives and explore demand for zero trans-fat product introductions.
• Advertising agencies working with clients in the food industry to help understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships. ?
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Introduction

• Scope of the Report
• Methodology

• Definition: Healthy Fats

  • What Are Fats?
  • Types of Fats
  • What is a Healthy Fat?
  • The Trans Fat Issue

• The "Healthy Fat"  Market and Marketers

  • Major Marketers Are Becoming Healthy Fats Marketers
  • Table 1-1: A Select Look at Companies Removing Trans Fats 2003/2004

Chapter 2: Diet and Fats

• Trans-Fats the Villain of the Moment
• Fats Rehabilitated: Low-Carb Impact on Fats in the Diet

• What Are Fats? - A Primer

  • The Role of Fatty Acids
  • Are All Fats The Same?
  • Role of Fats in The Body
  • What Are Healthy Fats?
  • Table 2-1: Fats and Their Properties

• Fat Substitutes

  • How Are Fat Substitutes Used?
  • Are Fat Substitutes Safe and Helpful?
  • The New Healthy Ingredients
    • Olestra
    • Z-trim
    • Fat-Busting Oils
  • Leaner Meats
  • Marketers Strive to Satisfy Demand for Meats, With Healthier Fat Content

Chapter 3: Trans Fats and Processed Foods

• Why Are Trans Fats Bad: Health Impacts
• Where Trans Fats Can Be Found
• Table 3-1: The "Terrible 10"  Food Products
• Figure 3-1 Sources of Trans Fat for the American Consumer
• How to Calculate Trans Fat Content
• Table 3-2 Percentage Content of Trans Fat in Common Foods

• The Trans Fat Regulation
  • NAS Report Spurs Government Action
  • The "Oreo"  Lawsuit
  • FDA Regulation
  • The FDA' s Trans Fat Rule - A Rocky Start
  • Highlights Of The Final Rule
  • CSPI Seeks A Total Trans Fat Ban

Chapter 4: The Competitive Situation and Product Trends

• Food Companies Start Reformulating Products
• 2003-04 - Busy Years for Getting the (Trans) Fat Out
• Table 4-1: A Select Look at Companies Removing Trans Fats, 2003/2004
• Snacks in General Getting Healthier
• Wegmans Feels Better About No Trans Fats
• Healthy Products, Healthy Profits - Spectrum Organic Products As an Example

• Competitive Profiles

  • Frito-Lay Inc. - A Trans Fat Removing Leader
    • Effort to Remove Trans Fat Began in 2003
    • Packaging Reinforces Message
    • Promotions Through Medical Association Meetings
  • Archer Daniels Midland Company: Supplying Healthy Fats
    • �eNovaLipid'
  • Bunge Foods
    • Positioning as Low-Trans Fat
  • Tyson Foods
    • Removal Efforts Aimed at Cooked Retail, Foodservice Products
  • Kraft/Nabisco
    • Oreos Go Trans-Fat Free
    • "An Aggressive Plan to Eliminate Trans Fats"
    • Oreos Aren' t Alone
  • Unilever Bestfoods
    • "I Can' t Believe . . ."  It Has No Trans Fats
    • No Trans Fats North of the Border, Either
  • Pepperidge Farms Inc
    • Hooking Trans Fats in Goldfish

• New Product Introductions

  • Figure 4-1: Number of Products Introduced Touting "No Trans Fats,"  1999-2003
  • Number of "No-Trans Fat"  Product Introductions Rockets
  • "Low-Fat"  Tag Still Leads, But Declining
  • Table 4-2: Select No Trans Fat/No Saturated Fat Bread Introductions, 2003-2004
  • Table 4-3: Select No Trans Fat/No Saturated Fat Candy/Chocolate Introductions, 2003-2004
  • Table 4-4: Select No Trans Fat/No Saturated Fat Cheese Introductions, 2003-2004
  • Table 4-5 New No Trans Fat/No Saturated Fat Cereals Introductions, 2003-2004
  • Table 4-6: Select No Trans Fat/No Saturated Fat Chips Introductions, 2003-2004
  • Table 4-7: Select No Trans Fat/No Saturated Fat Cookies Introductions, 2003-2004
  • Table 4-8: Select No Trans Fat/No Saturated Fat Crackers Introductions 2003-2004
  • Table 4-9: No Trans Fat/No Saturated Fat Margarine, Butter and Spreads Introductions, 2003-2004
  • Table 4-10: New No Trans Fat/No Saturated Fat Meal Replacements Introductions 2003-2004
  • Table 4-11: New No Trans Fat/No Saturated Fat Meals & Entrees, Pizza, Hot Snacks & Sandwiches 2003-2004
  • Table 4-12 New No Trans Fat/No Saturated Fat Meat Substitutes Introductions, 2003-2004
  • Table 4-13: New No Trans Fat/No Saturated Fat Nut Butter and Nut Introductions, 2003-2004
  • Table 4-14: New No Trans Fat/No Saturated Fat Popcorn Introductions 2003-2004
  • Table 4-15: New No Trans Fat/No Saturated Fat Oil, Shortening and Cooking Spray Introductions 2003-2004
  • Table 4-16: New No Trans Fat/No Saturated Fat Pastry & Baked Products Introductions, 2003-2004
  • Table 4-17: New No Trans Fat/No Saturated Fat Snack Bars Introductions 2003-2004

Chapter 5: The Consumer

• The Crumbling Food Guide Pyramid
• Reformulated Pyramid May Take New Shape

• Consumers and Fat in the Diet

  • We Ate Low-Fat, But We' re Still Fat
  • Figure 5-1: Who Eats Low-Fat Products, By Age
  • 53% Plan to Increase Consumption of Low-Fat Foods
  • Fat Content Largest Concern
  • Study Finds Trans Fat Consumption Down in Men
  • Figure 5-2: Low-Fat Product Usage, By Gender
  • The Impact of Labeling
  • The More They Knew, The Less They Wanted
  • Footnote Skews Perception, But Trans Fats Still Emerges As Unhealthy
  • Table 5-1: Percent of Consumers Identifying Product as "Healthier Choice"

• The Low-Fat/Healthy-Fat Consumer

  • Upscale Skew for Low-Fat Products
  • A Select Look At Product Usage
  • Table 5-2: Household Usage Rates for Selected Low-Fat Product Classifications: Overall and by Gender,
  • Table 5-3: Demographic Characteristics Favoring Use of Low-Fat Products
  • Users of Light Margarine
  • Bowl Favored Form of Margarine
  • Table 5-4: Demographic Characteristics Favoring Use of Low-Fat Products by Product Type: Light Margarine
  • Figure 5-4: Margarine Usage, By Form
  • I Can' t Believe . . . Is Favored Margarine
  • Table 5-5: Top Brands Of Margarine, By Consumer Choice
  • Demographic Characteristics Favoring Use of Low-Fat Products by Type: Peanut Butter
  • Table 5-7: Demographic Characteristics Favoring Use of Low-Fat Products by Type: Mayonnaise
  • Table 5-8: Demographic Characteristics Favoring Use of Low-Fat Products by Type: Cookies
  • Table 5-9: Demographic Characteristics Favoring Use of Low-Fat Products by Type: Chips
  • Some Attitudes About Snacking
  • 32% Think Most Snack Foods Aren' t Healthy
  • 27% Eat What They Like, Regardless
  • 20% See Nothing Wrong with Indulging
  • 16% Feel Guilty About Eating Fattening Foods

Chapter 6: Trans Fats and the Food Industry

• A Chilling Effect?
• Or Another Fad?
• Reformulation Comes With A Cost
• Confusion Over Fat Intake Remains
• The Demographics May Be Right This Time
• A Growing Global Concern
• Industry Takes Pre-emptive Steps
• Or Retools
• New Oil Alternatives May Facilitate Change
• Zero Trans Fat Cooking Oil
• A "Major Opportunity"

• Foodservice and "Healthy"  Fat

  • Fast Food Chains React Swiftly
  • Naming Health Officers
  • Going Online to Find Nutritional Content
  • Posting In Stores
  • "Family"  Restaurants Join Suit
  • Tackling Trans Fat at School

• Impact at the Cash Register

  • Figure 6-1: U.S. Retail Sales of Butter and Margarine 1999-2003
  • Table 6-1: U.S Retail Sales of Butter 1999-2003
  • Table 6-2: U.S. Retail Sales of Margarine 1999-2003
  • Table 6-3: The Fat Content of Various Cooking Oils
  • Table 6-4: U.S. Retail Sales of Cooking/Salad Oil, 1999-2003
  • Figure 6-2: Cumulative Growth in Retail Sales of Olive 2000-2003
  • Figure 6-3: U.S. Retail Sales of Olive Oil 1999-2003
  • Bertolli The Clear Winner
  • Shortening Market Takes a Hit
  • Table 6-5: U.S. Retail Sales of Shortening, 1999-2003
  • Criso The Market Leader

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