IFIC Spotlight Survey: Purchasing Behaviors, Eating Decisions & Health Perceptions Of Dietary Fats & Oils
July 6, 2020
Research Type
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Over the past few years, it might seem like we’ve come a long way in our perceptions of dietary fat. Avocadoes, omega-3-rich fish and nuts and seeds are welcomed parts of a balanced diet, and fad diets like keto and Paleo that focus on higher fat intakes continue to be popular in certain health circles. But have people really cast aside the deeply ingrained fear of fat that dominated the nutrition conversation years ago? To answer this question, we set out to learn more about purchasing and eating behaviors, as well as health perceptions of dietary fats and oils.
The International Food Information Council (IFIC) commissioned an online research survey with consumers based in the US to measure knowledge, attitudes, and beliefs about dietary fats and oils. One thousand adults aged 18+ years completed the survey from April 29-30, 2020, and responses were weighted to ensure proportional results.
Key findings include:
- Over one in three people seek out “low fat” or “reduced fat” foods or beverages, with dairy being the most common food category for low–fat options.
- Many say that their perceptions of the healthfulness of dietary fat depend on the type of food it’s found in.
- Most people are trying to limit their fat intake at least some of the time—both total and saturated fat.
- When it comes to dietary fat, there are distinct differences in perceptions and eating behaviors based on age: people in the youngest age bracket (under age 45) are less likely to be limiting fat consumption, are more open to higher–fat products, and think more favorably about all types of fat.