A waning fear of obesity propels brand expansion
LONDON: A New Nutrition Business research claims that younger consumers are beginning to overcome their phobia of being overweight.
According to the five-year study, younger consumers are more receptive to the notion that fat is healthful and are more likely than older consumers to want to consume more healthy fats. A total of 24% of consumers ages 45 to 54 and 23% of consumers ages 55 to 64, who primarily grew up in the “low-fat is best” era, expressed a desire to eat more fat, compared to 34% of consumers ages 35 to 44, 33% of consumers ages 25 to 34, and 30% of consumers ages 18 to 24.
The study discovered that the rise of carbohydrates and sugars as the new dietary demons is contributing to younger consumers’ greater acceptance of fat. Just 16% of Americans claimed fat was the nutrient most likely to make them gain weight, while 48% pointed the finger at carbohydrates and sugars.Ten years ago, when 70% of Americans were attempting to cut back on their fat intake, the percentages were the opposite.
“There’s such a taste difference when people discover fat,” New Nutrition Business director Julian Mellentin remarked. “Product developers can improve texture, mouthfeel, structure, and moisture content by incorporating fat into their products.” With time, there will be fewer and fewer reasons to manufacture low-fat products across the board. For businesses, the difficulty is making sureWherever possible, they employ high-quality fats from natural sources.
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He went on to say that challenger brands and major brands are benefiting from consumers’ shifting perceptions as the fear of obesity is starting to change categoriesOui Layered Desserts from General Mills, Inc.’s Yoplait brand are bringing crème fraiche to Americans. They have a crème fraiche base and a crunchy graham cracker shell.Traditionally used in French cookery and sweets, this high-fat dairy product has between 30% and 45% milk fat…The Good Fat Co. Ltd., a Toronto-based firm also known as Love Good Fats, provides 12 “good fat, low carb” goods, such as plant-based and dark chocolate-coated truffle bars, white chocolate truffle bars, and chewy nut bars. Each serving of these products contains more than 12 grams of fat. In order to spur expansion, the company—which distributes in over 20,000 retailers, including Walmart, Kroger, and Costco—just obtained $10.7 million in funding.
Taste and all-natural claims have been the main drivers of butter sales growth for the past few years, according to Mr. Mellentin. During the coronavirus (COVID-19) pandemic, sales of the category increased; nevertheless, the rise in dollars spent on butter was more than the increase in dollars spent on margarines and spreads by 360%. The brand Kerrygold, owned by Irish dairy processor Ornua, emerged as the greatest winner, with sales rising 28% to $235.4 million, ranking it as the second most popular butter brand in the US.According to Mr. Mellentin, the resurgence of fat is a long-term, consistent trend that is connected to other trends like managing weight, eating fewer carbohydrates, increasing protein, and encouraging people to perform independent internet research and question received wisdom. Customers who think they may indulge in the flavor and texture of full-fat items guilt-free are also driving the shift.
“Almost all countries still recommend that consumers restrict their consumption of saturated fats,” Mr. Mellentin stated in reference to official dietary standards. However, a growing number of consumers are coming to their own conclusions and accepting the notion that fat can be healthy, motivated by what they learn from their own web research and the decline in credibility of nutrition experts over the previous 15 years.