PORT WASHINGTON, NEW YORK, December 11, 2006 – The NPD Group’s recent report on trans fat finds that the majority of consumers who are aware of trans fat (75%) believe that the foods they consumed at restaurants contained more of it than those foods consumed at home. NPD, a leading consumer and retail information company, reports that awareness and concern about trans fat is not enough to motivate consumers to take action and eliminate the potentially harmful fat from their diets - especially at restaurants. Yet, the recent ban of trans fat from some restaurant menus could be the beginning of a major shift in how restaurants might have an effect on consumer eating habits.
Now that restaurants are under attack in the fight against trans fat, consumers will find it even more difficult to avoid the issue. Those consumers with greater awareness of trans fat said they want to eat less of it at restaurants, but there is no sign that those intentions are being carried out.
People are still eating foods high in trans fat, despite all the health warnings. In fact, as of summer 2006 data, servings of a number of the restaurant foods containing trans fat are growing, such as breaded chicken sandwiches (up 13%), fried cheese (up 13%), cookies (up 8%), and French Fries (up 2%).
Before restaurants were targeted in the fight against trans fats, labels on food packages were overhauled to include trans fat information. However, consumers are slow to make choices based on trans fat content alone. Most consumers are more inclined to look for “total fat” on food labels, along with “total calories” and “sugars.” In fact, trans fat appeared 12th on the list of items that consumers usually look for on the “Nutrition Facts” label.
“The problem that consumers face today is the issue of what they believe to be harmful to them and what they continue to eat anyway,” said Bonnie Riggs, Foodservice Industry Expert, The NPD Group. She adds, “It seems that with the new trans fat ban from restaurant menus, the decision is being made for consumers. And while many restaurant chains have been testing alternative products, the question remains, ‘What is the cost to operators’ sales and consumers’ satisfaction?’”
About NPD’s Trans Fat Report
NPD has assembled information from a number of sources to assist operators and manufacturers with evaluating the probable impact that trans fats will have and is having on demand for their products and services. Data collected from NPD’s Dieting Monitor, The Food Safety Monitor, CREST®, and a custom survey specifically addressing consumers’ attitudes, awareness, concerns, and restaurant behavior as it relates to trans fat.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, visit www.npd.com.