Consumer research on fats

Friday 15 February 2008

To support its Saturated Fat and Energy Intake Programme, the Agency has carried out research to explore people’s views of saturated fat and energy in their food.

The in-depth Omnibus survey below, carried out in September 2007, explores consumer awareness of saturated fat and its implications for health, and awareness of the foods that are high in saturated fat. This was followed, in February 2008, by an exploratory piece of qualitative consumer research that could be used to help identify the style and content of messages that will appeal to consumers and encourage them to consume less saturated fat in their diet.

Previous qualitative research, carried out in May 2007, examined a range of different issues that affect people’s fat intakes including dietary choices, shopping and cooking habits, and food labelling.

The full reports can be found at the links below.