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The Changing Face of Edible Fats and Cooking Oils

The Changing Face Of Fats And Oils

From "The Fear of Fat" to the newest Ultra Indulgence craze, this comprehensive global study of the changing fats and oils market has it all: nineteen company profiles and an additional 29 smaller company briefs, statistical data on U.S. prices and sales volumes for the different types of fats and oils covering a ten-year span (1996-2006), and advertising and R & D trends and expenditures.

This new Packaged Facts report compiles its impressive research from the "basic" 5 -- animal fats/lard/shortening, oils, including olive oils, dressings, cooking oils, and sprays, butter, margarine, and the fast-growing fat replacements in low-fat and fat free foods - for fast cross-referencing and fact-finding.

Business executives, scientists, researchers, and company strategists will get a microscopic view of the Big 5 Supermarkets, The Top 10 Public and Private Companies (including mergers, acquisitions, and inside competition between brands), and an insightful, illuminating profile of the different types of fats and oils consumer - from the "La Vida Exotica" set to the Heart Healthy Baby Boomer, as well their important demographics. Readers will discover the implications of new butter surplus, the global problems of soybean and other vegetable oil processing, the import of the latest FDA regulations on the consumer, the latest discoveries in fat substitution, and much more.


Scope And Methodology

Market Parameters

The edible fats and cooking oils market encompasses commercially prepared edible fats and cooking oils sold to consumers through traditional supermarkets, natural supermarkets, mass merchandizing discount outlets, small gourmet stores, catalogues, and on-line website ordering.

This report also contains reports on the foodservice industry, refining and processing companies—as well as detailing the chemical properties of fats and oils. This report also includes an in-depth look at fat replacers and substitutes. Although there is information on exports and imports, as well as the global market, this report does not include material on inedible oils and fats used in agriculture and industry.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on-site examination of the retail milieu. Secondary research entailed data-gathering from relevant trade and business sources, including company literature and corporate annual reports. MarketResearch.com has based its mass-market sales estimates on Information Resources, Inc. (IRI) tracking of supermarket, drugstore, and mass-merchandiser sales. Figures provided on national consumer advertising expenditures are based on Competitive Media Reporting (CMR) data. The analysis of consumer demographics primarily derives from Simmons Market Research Bureau data for the year 2001.

Press Release

Sales of Butter Up 32% -- Fats and Oils Experience New Healthy Growth

New York, March 7/PRNewswire - According to The Changing Face of Edible Fats and Cooking Oils, a newly published Packaged Facts report available at MarketResearch.com, retail sales of butter increased 32% from 1999 to 2000. Despite the recent growth of the butter category and negative publicity about the product’s transfatty acids, margarine still outsells butter in the marketplace. Margarine and spreads account for 28% of the total sales of edible fats and cooking oils, while butter still only accounts for 24%.

Olive oil is also making news with its explosive growth and consumers now regard it as the “healthy oil” that is good for the heart. The number of Americans who use olive oil for everything from dipping to cooking has doubled in the past ten years, according to the report, and almost 29% of Americans purchased olive oil in 1999.

The overall attitude toward fat in the United States has also changed in recent years as consumers have become increasingly aware of their nutritional needs. “Americans are coming out of the ‘fear of fat’ trend of the late 90’s and have come to see that fat is a necessary part of a healthy diet,” said Meg Hargreaves, VP of Research Publishing for MarketResearch.com. “Products like olive oil and spreads with nutraceutical benefits, such as added calcium and vitamin E, are a healthy way to get the fat that our bodies need.”

The Changing Face of Edible Fats and Cooking Oils provides detailed information about consumer demographics, as well as distribution and marketing trends, product development, and emerging promotional campaigns. The report also includes historical sales data, as well as market projections through the year 2005.

  • Executive Summary
    • Scope And Methodology
      • Market Parameters
      • Report Methodology
    • The Products Overview
      • The Individual Categories
      • The Chemical Composition Of Fats
      • Product Packaging Trends
      • Regulatory Milieu
    • The Market Overview
      • The Growth Of U.S. Consumption Of Corn Oil
      • 73.8 Million Acres Of U.S. Farmland Devoted To Soybeans
      • New Use For U.S. Soybean Oil: Biodegradable Fuel
      • Cottonseed Oil Ranks Third After Soybean And Corn Oil Production
      • Butter's New-Found Popularity
      • Retail Sales Of Margarine And Spreads Over $313 Million In 2001
      • Lard Exports To Europe Continue a Decline That Started 10 Years Ago
      • Late-Breaking News: 2001 4Th Quarter Sales Of Edible Fats And Oils
      • Edible Fats And Cooking Oil Growth: Past, Present, And Future
        • Table U.S. Retail Sales Of Edible Fats And Cooking Oils, 1996-2006 (Millions Of Dollars)
      • Market Composition By Retail Outlet
      • Factors In Future Market Growth
    • The Marketers Overview
      • Over One Hundred Companies Market Edible Fats And Cooking Oils Across The Country-And Around The Globe
      • Merging Madness: Private Becomes Public In 2002
      • J.M. Smucker Becomes a Major Player
      • Conagra: Going Strong-And Stronger
      • Unilever/Best Foods: Where Olive Oil Is King
      • Private Label: Competitor Or Champion?
      • Secondary Players: Privately-Owned Prestige And Specialty Marketers
      • Alternative Marketers: More Mainstream Than Ever
      • Refining: The Hidden Partner Of Marketers
    • Distribution And Retail Overview
      • The Retail Picture Is More Complex Than Ever
      • Food Retailing In The 21St Century: The Power Of The Consumer
      • The "Bulk" Wars: Diversion
      • Selling Both Private Labels And Brand Names-And Distributing Both
      • Distributing To The Food Service Industry
      • From Raw Material To The Shelf: Having It All
      • Fat Replacers Create Joint Ventures With Marketers And Distributors
    • The Consumer Overview
      • Explanatory Note On Compiling Consumer Data
      • The Average Edible Fats And Oils Consumer
      • Approximately 155 Million Adults Users Of Butter
      • Approximately 138 Million Adults Users Of Cooking Sprays
      • Approximately 156 Million Adults Users Of Margarine And Spreads
      • Butter And Margarine Neck-In-Neck
      • Approximately 183 Million Adults Users Of Salad And Cooking Oil
      • Adult Use Of The Different Types Of Oil
      • Approximately 181 Million Adults Users Of Peanut Butter
      • Creamy Peanut Butter Is Number One
      • U.S. Adult Users Of Shortening Prefer Crisco
      • Lard Consumption
  • The Products
    • Composition Of Fats And Oils
      • What Exactly Are Fats And Oils-And Why Do They Make You "Fat?"
      • Hdl Vs. Ldl Cholesterol
      • Trans Fatty Acids: The Next Worst Thing
      • The Next Best Thing: Fat Substitutes
    • A Brief History Of Fats And Oils
      • Ancient Uses Of Fats And Oils In Cooking And Eating
      • Oil As An Integral Part Of The Global Village In The Middle Ages And Beyond
      • Refined Oils And Butters Help Usher In The Industrial Revolution
      • Refining: Moving Fats And Oils Into An Edible State
        • Table Edible Fats And Oils: Direct Food Additives Not Requiring Removal
        • Table Edible Fats And Oils: Manufacturing Processing Aids Requiring Removal Before Use
      • Health In Fats And Oils In The Information Age
    • Product Characteristics And Ingredients
      • Olive Oil: A Rising Star
      • Other Specialty Oils: Seed Oils, Nut Oils, Truffle Oils, And Infused Oils
      • Commercial Oils: Sunflower Seed Oil, Canola Oil, Soybean Oil, And Newer Hemp Oil And Tea Seed Oil
      • Butter Bits: Facts About The Classic And Enduring Staple
      • A Short History Of Margarine: It's Not Butter
      • Crisco: A Vegetable Oil Shortening
      • Peanut Butter: The "Other" Spread
      • The Types Of Animal Fat
        • Table A List Of Unsaturated Fats And Oils
      • The Types Of Unsaturated Oil
        • Table A List Of Unsaturated Fats And Oils
    • Product Packaging
      • Types And Sizes Of Product Packaging
    • Regulatory Milieu
      • Fats And Oils Under Fda Jurisdiction: The Usfda Food Label
      • Regulatory Distinctions On Labels
      • Fats And Oils Industry, The Fda, And The Consumer: Creating a Balance
  • The Market
    • The Market
      • Scope Of Report
      • Facts And Figures Focusing On Sales
        • Table U.S. Retail Sales Of Edible Fats And Cooking Oils, 1996-2006 (Millions Of Dollars)
    • The Market
      • Methodology Of Sales Estimates
      • The Global View: A Glut In Oilseeds
      • On The Domestic Front: United States And Edible Oil Consumption
        • Table U.S. Domestic Shipments Of Edible Fats And Oils (Millions Of Pounds)
    • Market Composition By Product Type
      • Corn Oil: A Unique U.S. Rise Amidst Global Decline
      • Soybean Oil: Another American Treasure
      • The U.S. Oilseed Market Today: Refining And Processing
        • Table U.S. Exports Of Edible Fats And Oils,1999 (Millions)
      • Cottonseed Oil: A New Outlook On An Old Oil
      • Better Days For Butter
      • Margarine And Spreads: Coming Back From The Trans Fatty Acid Abyss
      • Lard Exports And Sales Still A Steady Drop, But Not a Dramatic One
    • Market Composition By Retail Outlet
      • Supermarkets Have An Edge
        • Table Share Of U.S. Retail Edible Fats And Oils Sales, The Big Five Supermarket Chains, 1999 (Billions)
      • But Specialty Stores Hold Their Own
    • Market Composition By Region And Season
      • Shopping Patterns: Regional, Class, Ethnicity, And Seasonal Change
    • Factors In Future Market Growth
      • Salad Dressings Are Hot, Hot, Hot!
        • Table U.S. Food & Mass Merchandiser Sales Of Liquid Salad Dressings By Flavor, 52 Weeks Ending 8/12/00
      • Olive Oil: Turning Olives Into Gold
      • No "Buts" In Butter: A Surge In The Rich, Creamy Stuff
        • Table U.S. Unit Sales Of Top Five Butter Brands, 1999 - 2000 (In Millions)
      • Healthy Spreads And Blends: A Trend That Will Become a Mainstay
      • Low-Calorie And Fat-Free Fats And Oils: The Bottom Line Is Less Calories
      • Peanut Butter: An All-Time Favorite
      • Packaging Is King
    • Projected Growth Of Market
      • Food Inflation Stays Steady
      • Projected Forecasts For Fats And Oils: 2001-2006
  • The Marketers - Part 1
    • Marketer Overview
      • Well Over 100 Companies Market Fats And Oils Nationally
      • Company Crossover: A Fat By Any Other Name
      • Mass Marketers: The Major League
      • Secondary Players: Privately-Owned Prestige And Specialty Marketers
      • Alternative Marketers: A Force To Be Reckoned With
        • Table U.S. Edible Fats And Oils: Selected Marketers, Brands, And Products, 2002 - Part 1
        • Table U.S. Edible Fats And Oils: Selected Marketers, Brands, And Products, 2002 - Part 2
        • Table U.S. Edible Fats And Oils: Selected Marketers, Brands, And Products, 2002 - Part 3
        • Table U.S. Edible Fats And Oils: Selected Marketers, Brands, And Products, 2002 - Part 4
    • Marketer And Brand Shares
      • The Giants Restructure As The Edible Oil Market Stays Flat
      • The Top Public Companies In Prepared Foods
        • Table Prepared Foods' Top 60 Public U.S./Canadian Food & Beverage Companies 1998-1999
      • The Diary Farmers Of America And Sodiaal?
      • Private Companies: Going For The Unique
      • The Top Private Companies In Prepared Foods
        • Table Prepared Foods Top 60 Public U.S./Canadian Food & Beverage Companies 1998-1999
      • Refining: The Hidden Partner Of Marketers
      • An Exciting Future For Oil Processing And Refining Marketers
      • Butter Marketers: Dairy Farmers Unite
      • And The Winner Is....The Top 10 In Edible Fats And Oils In 2000-2001
        • Table Shares Of U.S. Mass-Market Top 10 Butter Brands, 3Rd Quarter 2001
        • Table Shares Of U.S. Mass-Market Top 10 Cooking/Vegetable Oil Brands, 3Rd Quarter 2001
        • Table Shares Of U.S. Mass-Market Top 10 Olive Oil Brands, 3Rd Quarter 2001
        • Table Shares Of U.S. Mass-Market Top 10 Margarine/Spread Brands, 3Rd Quarter 2001
        • Table Shares Of U.S. Mass-Market Top 10 Salad Dressing Brands, 3Rd Quarter 2001
        • Table Shares Of U.S. Mass-Market Top 10 Peanut Butter Brands: 3Rd Quarter 2001
    • Competitive Overview
      • Merging Madness: Private Becomes Public In 2002
      • Private Label: Competitor Or Champion?
      • Philip Morris A Fluctuating Superpower
      • Conagra: Going Strong-And Stronger
      • Unilever/Best Foods: Where Olive Oil Is King
      • Edible Fats And Oils Around The Globe: The United Kingdom
        • Table The Top 15 Butter And Margarine Brands In The United Kingdom
      • Edible Fats And Oils Around The Globe: Europe
      • Edible Fats And Oils Around The Globe: India And Australia
    • Company Profile: Cargill, Inc.
      • Corporate Overview
      • Cargill In The News: 2001-2002
      • The Sound Of Soy
    • Company Profile: The Clorox Company
      • The Clorox Company And Its Hv Food Products
      • Corporate Overview
      • The Hv Food Company: History
      • Hidden Valley Products
    • Company Profile: Colavita Usa
      • A Company Steeped In Tradition
      • Corporate Growth
      • A Competitor To Watch
    • Company Profile: Conagra Foods
      • Corporate Overview
      • Corporate History: A Parade Of Famous Names
      • Money Matters: Profit, Growth, And Projections
      • Parkay: An Innovation In Margarine
      • Conagra's Other Famous Brand Spreads: Fleischmann's, Blue Bonnet, And Move Over Butter
      • Beatrice Foods Knows Margarine
      • Peter Pan Peanut Butter: An Old Favorite With a New Twist
      • The Wesson Family Of Oils
  • The Marketers - Part 2
    • Company Profile: Dairy Farmers Of America
      • Corporate Overview: A Giant Cooperative
      • Company History
      • Dfa And Soldiaal: A Controversial Joint Venture
    • Company Profile: Johnson & Johnson
      • Corporate Overview
      • Company History
      • 2001 Growth Despite Negative Currency
      • Benecol: The Best Selling Cholesterol-Reducing Spread
    • Company Profile: Land O'Lakes
      • Corporate Overview: A Number One Best-Seller
      • Company History
      • Money Matters: Profit And Loss
      • The Land O'Lakes Purchase Of Purina Mills: Facts And Questions
      • Ultra Creamy Butter: Catering To The Ultra-Indulgent Craze
    • Company Profile: Newman'sown
      • Corporate Overview
      • Company History
      • Where Salad Dressing Is King
    • Company Profile: Philip Morris
      • Corporate Overview
      • Corporate Mission: 2000 And Beyond
      • Money Matters: Profit, Growth, And Projections
      • Salad Dressing Is My Middle Name
      • Kraft Taste Of Life: A Nutriceutical First
    • Company Profile: Procter & Gamble
      • Company History
      • A Familiar Face Throughout The Years
      • Moving Away From Food To Personal Care
      • A New Company In 2002: Selling Off Its Edible Fats And Oils
      • Olestra: The Fat Substitute That Was
      • A New Market For P & G: Gourmet Oils
    • Company Profile: The J.M. Smucker Company
      • Company History
      • A Major Stock Deal With Procter & Gamble
      • The New Smucker's Family: Jif Peanut Butter Products
      • The New Smucker's Family: Crisco Oil Products
    • Company Profile: Unilever/Bestfoods, Inc.
      • Corporate Overview
      • Corporate History: Spanning More Than 70 Years
      • Money Matters: Mazola Oil Up For Sale
      • Money Matters: Profits And Projections
      • The Big A: Acquiring Bestfoods
      • Bertolli: The Number One Olive Oil In The U.S. Market
      • Wishbone Salad Dressings: A Widespread Choice
      • Skippy Peanut Butter Joins Forces With Nestle
      • Brummel & Brown: Now In a Large Family Size
    • Company Briefs
      • Filippo Berio, S.A.L.O.V.
      • Brickstone Fine Foods
      • Challenge Dairy Products, Inc.
      • Marina Colonna S.R.L.
      • Del Monte
      • A.G. Ferrari Foods
      • Fresh Hemp Foods, Ltd.
      • Hormel Foods Corporation
      • Imperial-Sensus, Llc
      • Ken's Foods, Inc.
      • Lesley Elizabeth, Inc.
      • Michael Foods, Inc.
      • Northwest Dairy Association/Westfarm Foods
      • O Olive Oil
      • Patsy's Restaurant, Inc.
      • Riceland Foods, Inc.
      • Spectrum Naturals Inc.
      • Vermont Specialty Food Association
    • Marketing And New Product Trends
      • Promoting Olive Oil: The Hottest Edible Oil On The Market
      • The Comfort Zone
      • New Trends: Lean And Mean-And Good-Tasting, Too
      • A New Look At Peanut Butter
      • New Hope For The Heavy: Dag
      • The Ethnic Marketplace: Growing Stronger Every Day
      • Nutriceuticals: A Boon For Aging Baby Boomers
      • The Future Of Function
        • Table U.S. Edible Fats And Cooking Oils Market: Selected New Product Introductions And Line Extensions, 2000-2001
    • Consumer Promotion And Advertising
      • The Importance Of Advertising
      • Mass Market Subdivided Into Specialty And Commodity
      • Added Benefits Drive Competition
      • Going For The Soy : In The United States And Overseas
      • Promoting With Self-Liquidating Offers
      • Brands "New" On The Web
      • In-Store Wireless Advertising: A New Promotional Tool
      • Research: An Important Tool In Advertising
      • $100 Billion In Advertising Expenditures In 2001
        • Table Advertising Expenditures By U.S. Marketers 1991-2001 (Billions)
    • Trade Advertising And Promotion
      • Standard Promotions
      • Co-Op Advertising Allowances
      • Trade Shows And Trade Advertising
  • Distribution And Retail
    • Distribution
      • A Wide Variety Of Suppliers And Retailers Makes For Complex Distribution Paths
      • Smaller Marketers Rely On Service Merchandisers
      • The "Bulk" Wars: Diversion
      • Selling Both Private Labels And Brand Names-And Distributing Both
      • Distributing To The Food Service Industry
      • From Raw Material To The Shelf: Having It All
      • Fat Replacers Create Joint Ventures With Marketers And Distributors
      • Gourmet Oils And Spread Sales Substantial For Alternative Marketers
    • At The Retail Level: Overview
      • The Retail Picture Is More Complex Than Ever
      • Food Retailing In The 21St Century: The Power Of The Consumer
      • Food Retailing In The 21St Century: The Changes In Population And Inflation
      • Food Retailing In The Twenty-First Century: Management Strategies
      • The Top Twelve Retail Food Outlets
    • Retail Focus: Mass-Market Outlets
      • Supermarket Sector Overview
      • The Top Supermarkets 1999-2000
        • Table The Top 10 Supermarket Companies
      • The Cost Of Running a Supermarket
      • Wal-Mart: The King Of Discount Branches Out
      • The Three Trends That Are Squeezing Food Distributors
      • K-Mart's Bankruptcy
      • The Power Of Private Labeling
      • Kroger: Making Private Labels Work
      • Supermarket Savvy: Using Space To Sell Better
      • Supermarket Savvy: Shopping Patterns Of Consumers
      • Supermarket Savvy: Five Types Of Shoppers
      • Supermarket Savvy: Female Consumer Habits In a Tight Economy
    • Retail Focus: Prestige, Natural Foods, And Specialty Outlets
      • The Growth Of Natural Food Stores
      • Mass-Market Retailers Take Their Cue From Natural Foods And Prestige Products
      • Kroger's Push Into Natural Foods
      • Prestige Retail: Department Stores
      • Prestige Retail: Gourmet Shops
      • Prestige Retail: Specialty Stores
      • Prestige Retail: Small Business Marketing
    • Retail Focus: Alternative Retail
      • Old And New Answers To Conventional Sales Channels
      • Mastering The Web
      • On-Line Grocery Shopping
      • The Six Basic Types Of Web Operations
      • The Cutting Edge Of Retailing: The Auto-Id Center
      • Alternate Retail: Using Edible Oil To Clean Up The Environment
  • The Consumer
    • Users Of Edible Fats And Cooking Oils
      • Explanatory Note On Smrb Data
      • General Characteristics
      • The Individual Categories
    • The Butter Consumer
      • Approximately 155 Million Adults Users Of Butter
      • Profile: The Butter Consumer
      • U.S. Adult Users Of Butter Prefer Land O'Lakes
      • U.S. Adult Butter Users Weekly Consumption
      • Butter Blends: The Sweet Creams Of Yellow Fat
      • U.S. Adult Butter Users Demographics
        • Table U.S. Butter Market: Adult Use By Occupation, 2001 (In Thousands)
        • Table U.S. Butter Market: Adult Use By Household Income, 2001 (In Thousands)
        • Table U.S. Butter Market: Adult Use By Gender, 2001 (In Thousands)
        • Table U.S. Butter Market: Adult Use By Brand, 2001 (Thousands)
    • The Cooking Spray Consumer
      • Approximately 138 Million Adults Users Of Cooking Sprays
      • Profile: The Cooking Spray Consumer
      • U.S. Adult Users Of Cooking Sprays Prefer Pam
      • U.S. Adult Cooking Spray Users Demographics
        • Table U.S. Cooking Spray Market: Adult Use By Occupation, 2001 (In Thousands)
        • Table U.S. Cooking Spray Market: Adult Use By Household Income, 2001 (In Thousands)
        • Table U.S. Cooking Spray Market: Adult Use By Gender, 2001 (In Thousands)
        • Table U.S. Cooking Spray Market: Adult Use By Brand, 2001 (In Thousands)
    • The Margarine And Spreads Consumer
      • Approximately 156 Million Adults Users Of Margarine And Spreads
      • Butter And Margarine Neck-In-Neck
      • Profile: The Margarine And Spread Consumer
      • U.S. Adult Users Of Margarine And Spreads Favor Blue Bonnet
      • U.S. Adult Margarine Users Weekly Consumption
      • The Different Types Of Margarines And Spreads-And What Consumers Prefer
      • U.S. Adult Margarine Users Demographics
        • Table U.S. Margarine And Spread Market: Adult Use By Occupation, 2001 (Thousands)
        • Table U.S. Margarine And Spread Market: Adult Use By Household Income, 2001 (Thousands)
        • Table U.S. Margarine And Spread Market: Adult Use By Gender, 2001 (Thousands)
        • Table U.S. Margarine And Spread Market: Adult Use By Brand, 2001 (Thousands)
    • The Salad And Cooking Oil Consumer
      • Approximately 183 Million Adults Users Of Salad And Cooking Oil
      • Adult Use Of The Different Types Of Oil
      • Profile: The Salad And Cooking Oil Consumer
      • U.S. Adult Users Of Salad And Cooking Oil Prefer Store Brands
      • U.S. Adult Salad And Cooking Oil Users Demographics
        • Table U.S. Salad And Cooking Oil Market: Adult Use By Occupation, 2001 (Thousands)
        • Table U.S. Salad And Cooking Oil Market: Adult Use By Household Income, 2001 (Thousands)
        • Table U.S. Salad And Cooking Oil Market: Adult Use By Gender, 2001 (Thousands)
        • Table U.S. Salad And Cooking Oil Market: Adult Use By Brand, 2001 (Thousands)
    • The Peanut Butter Consumer
      • Approximately 181 Million Adults Users Of Peanut Butter
      • Creamy Peanut Butter Is Number One
      • Profile: The Peanut Butter Consumer
      • U.S. Adult Users Of Peanut Butter Prefer Jif
      • U.S. Adult Peanut Butter Users Demographics
        • Table U.S. Peanut Butter Market: Adult Use By Occupation, 2001 (Thousands)
        • Table U.S. Peanut Butter Market: Adult Use By Household Income, 2001 (Thousands)
        • Table U.S. Peanut Butter Market: Adult Use By Gender, 2001 (In Thousands)
        • Table U.S. Peanut Butter Market: Adult Use By Brand, 2001 (Thousands)
    • The Shortening/Lard Consumer
      • Approximately 115 Million Adults Users Of Shortening
      • Profile: The Shortening Consumer
      • U.S. Adult Users Of Shortening Prefer Crisco
      • Lard Consumption
      • U.S. Adult Shortening Users Demographics
        • Table U.S. Shortening Market: Adult Use By Occupation, 2001 (In Thousands)
        • Table U.S. Shortening Market: Adult Use By Household Income, 2001 (In Thousands)
        • Table U.S. Shortening Market: Adult Use By Gender, 2001 (In Thousands)
        • Table U.S Shortening Market: Adult Use By Brand, 2001 (In Thousands)
    • No-Fat Butter Sprinkles
      • A Brief Look At Sprinkles
      • Approximately 21 Million Adults Users Of Sprinkles
      • Profile: The No-Fat Butter Sprinkle Consumer
      • Butter Sprinkles: Consumers Prefer Molly Mcbutter
    • The Different Types Of Consumers
      • The Ethnic Consumer: Opportunities To Grow
      • The Teenaged Consumer: A Powerful Force
      • The Basic No-Nonsense Consumer
      • The "Ultra Luxury, Ultra Creamy" Consumer
      • The Gourmet Oil And Organic Consumer: Fusion Forever
      • The Health And Weight Conscious Consumer
  • Appendix Ii: Addresses Of Selected Marketers

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