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

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 �gHealthy Fat�h 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 �gTerrible 10�h 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 �gOreo�h Lawsuit
• FDA Regulation
• The FDA�fs 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
  • �eNovaLipid�f
• Bunge Foods
  • Positioning as Low-Trans Fat
• Tyson Foods
  • Removal Efforts Aimed at Cooked Retail, Foodservice Products
• Kraft/Nabisco
  • Oreos Go Trans-Fat Free
  • �gAn Aggressive Plan to Eliminate Trans Fats�h
  • Oreos Aren�ft Alone
• Unilever Bestfoods
  • �gI Can�ft Believe . . .�h 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 �gNo Trans Fats,�h 1999-2003
• Number of �gNo-Trans Fat�h Product Introductions Rockets
• �gLow-Fat�h 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�fre 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 �gHealthier Choice�h

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�ft 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�ft 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 �gMajor Opportunity�h

Foodservice and �gHealthy�h Fat

• Fast Food Chains React Swiftly
• Naming Health Officers
• Going Online to Find Nutritional Content
• Posting In Stores
• �gFamily�h 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