(WASHINGTON, DC, March 13, 2006)—After 20 years of advice from health professionals warning of the health risks associated with consuming too much fat in our diet, there is strong evidence that consumers got this message. Now science suggests that consumers should not only be eating the right amount of fat, but also the right type. That begs the question: has consumer understanding caught up with the science?
A new online survey of Americans’ knowledge, attitudes, and behaviors related to food and health conducted by the International Food Information Council (IFIC) Foundation among 1,000 Americans age 18 or older in November 2005 sheds some insights on this subject. (See Methodology under Supporting Data below)
Concern and Awareness High
About two-thirds of consumers say they are somewhat or very concerned about both the amount and type of fat in their diet. When asked “Which of the following types of fats have you heard of,” a majority of consumers were aware of many different types and sources of fats. (See Data Slide 1 under Supporting Data below)
Highest awareness was of saturated fat (91%), vegetable oils—including canola, corn, soybean, and olive oil (86%), animal fats (83%), trans fat (81%), and polyunsaturated fats (79%). (See Data Slide 2 under Supporting Data below)
Mixed Understanding of the Healthfulness of Fats
In terms of healthfulness, consumers rate fish oil (70%) and omega-3 fatty acids (58%) as “somewhat or extremely healthful.” Consumers rate animal, saturated, and trans fats as least healthful. The most confusion exists around polyunsaturated fats, the type of fats considered healthful by health professionals. While consumers indicate high awareness of polyunsaturated fats, close to half say that they are neither healthful nor unhealthful. (See Data Slides 3 and 4 under Supporting Data below)
“In this complicated dietary fats communication environment, consumers get the message to pay attention to the amount and type of fat to consume, but there is still confusion,” said Susan T. Borra, RD, President of the IFIC Foundation and past president of the American Dietetic Association (ADA). “Consumers tell us they are confused because they believe dietary advice is conflicting and constantly changing. It’s hard for them to keep it all straight.”
Many Consumers Not Taking Action
Nearly half of consumers indicate they are not trying to increase or decrease the amount of the various fats that they consume. Further, approximately 60 percent say they are not trying to consume more or less of the healthful polyunsaturated fats. However, some consumers report that they are trying to consume more fish oils and omega-3 fatty acids and less animal, saturated, and trans fats. (See Data Slides 5 and 6 under Supporting Data below)
“We know consumers recognize the various types of dietary fats but have a hard time determining what types to increase or decrease in their diet,” said Borra. “This provides an opportunity to encourage consumers to choose foods rich in healthful fats such as plant-based oils, fish, and nuts.”
This is the second research summary released by The IFIC Foundation Food & Health Survey, a tracking survey intended to provide ongoing information on consumer attitudes toward health, nutrition, and food. Supporting data tables for this information can be found at http://www.ific.org/newsroom/releases. Additional findings on carbohydrates and sugars will be released over the next few weeks. Findings on calorie perceptions were distributed on March 2, 2006. The IFIC Foundation plans to replicate this research every 12-24 months.
Supporting Data
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The International Food Information Council (IFIC) Foundation will effectively communicate science-based information on health, nutrition, and food safety for the public good. The IFIC Foundation is supported primarily by the broad-based food, beverage and agricultural industries. IFIC Foundation materials are available at http://ific.org/newsroom. For interviews with scientific experts or for more information, call (202) 296-6540.
