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Market Trends: Trimming Trans Fats -- The Move Toward "Healthy Fats"

Packaged Facts
June 1, 2004
75 Pages - SKU: LA959574

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Countries covered: United States

Market Trends: Trimming Trans Fats -- The Move Toward "Healthy Fats"

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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
- ‘NovaLipid’
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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Market Trends: Trimming Trans Fats -- The Move Toward "Healthy Fats"

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