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Food Formulation Trends: Oils and Fats

  • ID: 4196733
  • Report
  • March 2017
  • Region: Global
  • 146 Pages
  • Packaged Facts


  • Boulder Canyon
  • Fourth & Heart
  • Jackson’s Honest
  • LesserEvil
  • New York Chips
  • Siggi’s Dairy
  • MORE

Several factors are contributing to the change in the dietary fats and oils landscape in the United States. Chief among them is the growing tendency to place less blame on dietary fat for America's health woes and a growing recognition that certain fats and oils can make positive health contributions. Related to this, there is much greater awareness that people eat real foods and ingredients, not the nutritional constituents that get listed on the Nutrition Facts panel.

Advice to cut fat and saturated fat from the American diet has been unrelenting since before the release of the 1980 Dietary Guidelines for Americans, so it is not surprising that regaining America's appetite and trust for higher fat consumption, and saturated fat consumption in particular, is evolving. The author considers Millennials and Generation Z consumers to be most inclined to view any type of fat not only as permissible, but as offering positive health benefits. These younger consumers did not experience firsthand, as adults, the low-fat craze of the 1990s and early 2000s, and do not have to overcome negative perceptions about fat in general. Instead, they are able to readily embrace and seek out specific fats for their health benefits.

Simultaneously, we are witnessing greater availability of select plant-derived oils and narratives espousing naturalness and healthfulness that are piquing consumer interest. The demand for clean, simple, and “pantry-friendly” ingredients is also playing a part, as is the desire by to avoid genetically modified organisms (GMOs) and to seek out organic foods. Not to be overlooked is a rediscovered respect for the importance of taste.

Report Methodology

The information in this report was obtained through both primary and secondary research. Consumer data are derived from two sources. The author organised national online consumer surveys which were conducted in February 2016 and February and March 2017, each with a panel of 2,000 U.S. adults (age 18+) balanced to the national population on the primary demographic measures of gender, age range, ethnicity, geographic region, marital status, presence or absence of children in the household, and household income. Consumer data were also obtained from Simmons. On an ongoing basis, Simmons conducts telephone and booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.

Primary research includes interviews and discussions with various industry experts, review of ingredient company websites, consumer food and beverage product websites, visits to brick-and-mortar stores, including both conventional and natural and organic retailers, and review of select food and beverage products in the retail marketplace based on the type or amount of fat they contain. A wide range of secondary sources is also leveraged including industry reports, videos embedded in websites, presentations obtained from seminars, workshops and conferences, trade publications, business newspapers and magazines, consumer blogs, financial blogs, social media, annual reports, 10Ks and press releases.

Who Will Benefit From This Report:

  • Food and Beverage Manufacturers and Marketers
  • Foodservice Operators
  • Food and Beverage Retailers
  • Ingredient and Agricultural Product Companies
  • Private Label Marketing and Product Development Firms
  • Advertising Agencies
  • Investment Banks

Benefits of This Report

Coverage of specific fats and oils including (but not limited to):

  • Butter
  • Milkfat
  • Olive Oil
  • Coconut Oil
  • Avocado Oil
  • Ghee
  • Ancestral Animal Fats (Beef Tallow, Pork Lard, Duck Fat)
  • Algal Oil
  • Coverage of retail food and beverage categories benefitting from these fats and oils
  • Packaged Cookies
  • Yogurt
  • Mayonnaise and Salad Dressing
  • Oil Sprays
  • Functional Beverages
  • Salty Snacks
  • Return of butter to foodservice
  • Enhanced commodity oils and the use of biotechnology to offer superior nutritional attributes
Note: Product cover images may vary from those shown


  • Boulder Canyon
  • Fourth & Heart
  • Jackson’s Honest
  • LesserEvil
  • New York Chips
  • Siggi’s Dairy
  • MORE

Chapter 1 Executive Summary

  • Scope
  • Report Methodology
  • Definitions
  • Key Drivers
  • Shifting Blame to Sugar
  • Certain Fats Promote Good Health
  • Not All Saturated Fat Is Bad
  • The Holy Grail: Healthy and Functional Trans Fats Substitutes
  • The Rise of Specialty Plant Oils
  • The New Normal: Clean and Simple Labels
  • Shift to Food-Based Approach to a Healthy Diet
  • New Fats and Oils Landscape

Chapter 2 Historical Perspective

  • Changes to U.S. Dietary Guidelines for Americans
  • Figure 2-1 USDA Food Guide Pyramid, 1992
  • Figure 2-2 USDA MyPyramid, 2005
  • Figure 2-3 USDA MyPlate icon shown with available “limit” graphic
  • Role of Fats & Oils in the American Diet
  • The Rise of Low-Fat
  • The Mediterranean Diet–First Crack in the Low-Fat Armor?
  • Figure 2-4 Mediterranean Diet Pyramid, 1993
  • Figure 2-5 Mediterranean Diet Pyramid, 2009
  • The Fall of Low-Fat
  • Low Carb Backlash
  • The Rise and Fall of Margarine
  • Butter Benefits from Trans Fat Backlash
  • Low-Fat Legacy Persists . . .
  • Fat Phobia Ending: Consumers Embrace Fat as Healthful
  • Fat Not Taboo for Today’s Diet Ideologies
  • Animal Fats Demonized for Too Long
  • Figure 2-6 Healthy Fats Coalition (HFC) Logo
  • “Smart Fat” Boosts Weight Loss, Fights Disease, & Slows Aging
  • Eat Fat to Lose Weight
  • Health Benefits Drive Omega-3 Fats
  • Omega-6: The Next Fat to Demonize?

Chapter 3 Consumer Paradigm Shift

  • Attitudes About the Healthfulness of Specific Fats and Oils
  • Consumers Feel Less Guilty About Eating Fattening Foods
  • Fats & Oils Consumed and Avoided
  • Table 3-1 Percentage of U.S. Adults Avoiding Particular Types of Fats & Oils, 2017
  • Fats and Oils Used for Cooking and Food Preparation
  • Table 3-2 Percentage of U.S. Adults Using Various Fats & Oils for Cooking & Food Preparation in Last 30 Days, 2017
  • Fats and Oils Consumers Look for in Processed Foods
  • Table 3-3 Percentage of U.S. Adults Seeking Processed Foods With Particular Fats and Oils, 2017
  • Changes in Consumer Use & Attitudes of Fats and Oils Over Time
  • Table 3-4 Percentage of U.S. Adult Consumers Using Butter and Various Plant-Based Oils, 2016 vs. 2008 (% change)
  • Table 3-5 Corn Oil Use & Agreement with Select Nutrition, Health, & Ingredient-Oriented Statements, 2016 vs. 2008 (% change)
  • Consumer Uses of Plant-Based Oils
  • Food Formulation Trends: Oils and Fats

Chapter 4 Perspectives of Health Authorities

  • 2015-2020 Dietary Guidelines for Americans
  • Overarching Recommendations
  • Figure 4-1 Recommendation 1: 2015-2020 Dietary Guidelines for Americans at a Glance
  • Composition of Common Fats & Oils
  • Figure 4-2 Composition of Commonly Consumed Fats and Oils
  • Table 4-1 Select Nutrients in Commonly Consumed Fats and Oils (amount per tablespoon)
  • Figure 4-3 Average U.S. Intake of Oils & Solid Fats by Age and Gender
  • Figure 4-4 U.S. Average Saturated Fat Intake by Age and Gender Relative to Dietary Guidelines Limit
  • American Heart Association Position on Fats
  • Heart-Check Program

Chapter 5 New Fats & Oils Landscape

  • Traditional Ancestral and Native Fats More Trendy
  • Butter & Dairy Fat
  • Table 5-1 Estimated U.S. Conventional and Organic Milk Product Sales Percentage of Total Fluid Milk Products Sold and % Change, 2016 vs. 2015
  • Butter
  • Figure 5-1 Keebler Simply Made Cookie Crisps
  • Full-Fat Yogurt
  • Figure 5-2 Liberté Organic Whole Milk Yogurt
  • Figure 5-3 Tillamook Whole Milk Farmstyle Greek Yogurt
  • Figure 5-4 siggi’s Whole Milk Drinkable Yogurt
  • Figure 5-5 siggi’s Triple Cream Icelandic-Style Strained Yogurt (9% milkfat)
  • Figure 5-6 Stonyfield Organic 100% Grassfed Whole Milk Yogurt
  • Olive Oil
  • Consumers & Olive Oil
  • Authenticity Challenges–A Threat to Olive Oil’s Popularity?
  • Olive Oil at Retail
  • Figure 5-7 Pompeian Extra-virgin Olive Oil Cooking Spray
  • Dressings & Mayonnaise with Olive Oil
  • Figure 5-8 Wish-Bone E.V.O.O. Salad Dressing
  • Figure 5-9 Wish-Bone E.V.O.O. Salad Dressing
  • Figure 5-10 Hellmann’s and Kraft Mayonnaise Products with Olive Oil
  • Salty Snacks
  • Figure 5-11 The Little Kernel Mini Popcorn–Truffle Sea Salt
  • Figure 5-12 Boulder Canyon brand as Real Thin Pop Olive Oil White Cheddar Popcorn
  • Figure 5-13 Boulder Canyon Olive Oil Sweet Vinegar Kettle Cooked Potato Chips
  • Crackers
  • Coconut Oil
  • Consumer Confusion & Ongoing Debate
  • More Retail Shelf Space for Coconut Oil
  • Figure 5-14 Crisco Organic Coconut Oil–Unrefined and Refined
  • Figure 5-15 PAM Superior No Stick Simply Coconut Oil
  • Figure 5-16 Pompeian Coconut Oil Spray
  • Coconut Oil Goodness in Snack Chips
  • Figure 5-17 Jackson’s Honest Maple Cinnamon Sweet Potato Chips Made with Coconut Oil
  • Figure 5-18 Boulder Canyon Coconut Oil Pineapple Habenaro Kettle Cooked Potato Chips
  • Figure 5-19 Boulder Canyon Real Thin Pop Coconut Oil Sea Salt Pop Corn
  • Figure 5-20 LesserEvil Buddha Bowl Foods Bonsai–Wasabi Style Popcorn Made with Coconut Oil
  • Beverages Promote Benefits of Added Coconut Fat
  • Figure 5-21 B’more Organic Coconut Skyr Smoothie
  • Specialty Fats & Oils
  • Animal Cooking Oils
  • Figure 5-22 Epic Provisions - Chef-Choice Animal Cooking Oils Beef Tallow, Pork Lard, and Duck Fat
  • Ghee
  • Figure 5-23 Fourth & Heart Ghee with Himalayan Pink Salt
  • Figure 5-24 LesserEvil Buddha Bowl Foods Oh My Ghee!
  • Avocado Oil
  • Figure 5-25 Chosen Foods Avocado Oil Pan Spray
  • Figure 5-26 Pompeian Avocado Oil Spray
  • Figure 5-27 Chosen Foods Avocado Mayo
  • Figure 5-28 Primal Kitchen Chipotle Lime Mayo Made With Avocado Oil
  • Figure 5-29 Primal Kitchen Ranch Dressing Made With Avocado Oil .. 137
  • Figure 5-30 LesserEvil Buddha Bowl Foods Avocado-Licious Organic Popcorn
  • Figure 5-31 Boulder Canyon Real Thin Pop Avocado Oil Sea Salt Pop Corn
  • Figure 5-32 New York Chips Made with 100% Avocado Oil
  • Figure 5-33 Boulder Canyon Authentic Foods Avocado Oil Canyon Cut Kettle Cooked Malt Vinegar & Sea Salt Potato Chips
  • New Fat Blends
  • Figure 5-34 Prosperity Organic Foods Inc. Melt Organic Buttery Sticks
  • Figure 5-35 Prosperity Organic Foods Inc. Probiotic Melt Organic Buttery Spread
  • Improved Commodity Oils
  • Non-GMO Project Verified Oils
  • Promising Replacement for Partially Hydrogenated Oils (Trans Fats)
  • Figure 5-35 Thrive Culinary Algae Oil
Note: Product cover images may vary from those shown


  • Boulder Canyon
  • Chosen Foods
  • Fourth & Heart
  • Hellman's
  • Jackson’s Honest
  • Keebler Company
  • LesserEvil
  • Liberté
  • New York Chips
  • Primal Kitchen
  • Prosperity Organic Foods Inc.
  • Siggi’s Dairy
  • Stonyfield
  • The Little Kernel
  • Wish-Bone
Note: Product cover images may vary from those shown