Market Trends: Are Healthy Fats Back? -- Trans Fat, Low-Fat and Edible Fats in a Low Carb Society

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
    • �eNovaLipid'
  • 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