Fat And Oils: Targeting The Positive Nutrition Trend

Consumers are taking a proactive approach to health maintenance and are actively looking to improve their diets. Whilst doing this, they are taking a broader approach to what constitutes healthy eating and drinking. Indeed, focus is no longer associated just on avoidance and moderation but instead, ensuring that they have ingredients in their diets that offer a health boost beyond basic nutrition. This is something that the fats and oils industry needs to respond to, educating consumers about how “good” fats are something that can help address issues such as heart health and immunity

Over the last twelve months, consumers have become more conscious about their health. For instance, in 2020 a total of 57% of consumers said that they deemed themselves vulnerable to disease and illness – compared to 38% who said this a year before. At the same time, satisfaction with immune health declined from 54% to 49% over the same period. This is due to the impact of the pandemic. Originally, concerns about the virus was about vulnerability to it, especially when less was known about how deadly it was. However over the last twelve months, consumers have had chance to re-evaluate and have taken a broader approach to health, recognizing that even if they were not necessarily vulnerable to problems arising from COVID-19, they were at risk of other long-term health problems. This is due to consumers recognizing that their dietary habits are not as healthy as they could be. As such, they are wanting to take a proactive approach to health maintenance – with 76% saying that they plan to eat and drink more healthily over the last twelve months.