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INDUSTRY TOLD TO GET READY FOR TRANS FATS

CHICAGO -- Trans fatty acids are expected to be the next big consumer health concern, the Food Marketing Institute said last week during the FMI Show.Trans fat, found in foods such as vegetable shortening, some margarines, crackers, candies, baked goods, cookies, snack foods, fried foods, salad dressings, and many processed foods, is believed to increase LDL cholesterol ("bad" cholesterol) and lower

CHICAGO -- Trans fatty acids are expected to be the next big consumer health concern, the Food Marketing Institute said last week during the FMI Show.

Trans fat, found in foods such as vegetable shortening, some margarines, crackers, candies, baked goods, cookies, snack foods, fried foods, salad dressings, and many processed foods, is believed to increase LDL cholesterol ("bad" cholesterol) and lower HDL cholesterol (the "good" cholesterol).

Food manufacturers have until Jan. 1, 2006, to list trans fat on the nutrition label. The Food and Drug Administration estimates that by three years after that date, trans-fat labeling will have prevented from 600 to 1,200 cases of coronary heart disease and 250 to 500 deaths each year.

Tim Hammonds, FMI president and chief executive officer, and Michael Sansolo, senior vice president, told Speaks presentation attendees that trans fats are already on consumers' and manufacturers' radar screens. Hammonds said many suppliers are already eliminating trans fat from their products.

"When we asked shoppers about trans-fatty acids," said Sansolo, "more than 50%, in whatever demographic group we looked at, we saw recognition and awareness for trans fats."

While trans fats may be the next big trend, this year the exhibit floor was flooded with low-carb products that have impacted some big departments at retail. Sansolo said demand and interest in low-carb diets have resulted in a fallout at the bakery. The percentage of shoppers using the bakery on a weekly basis has fallen from 30% five years ago to 25% today. Meanwhile, demand at the deli has jumped from 70% using it on a monthly basis to 80% today.

"People are changing the products they buy. They are changing it whether it's in your packaged goods or perishable departments," said Sansolo.

Consumers' heightened concern to cut fat intake and reduce weight, and pursue a healthier lifestyle are presenting opportunities and challenges for supermarket retailers, said Sansolo.

Among the opportunities to capture more sales:

Have knowledgeable staff on hand and provide good nutritional information.

"We've got 80% of consumers telling us they'd like to see more nutritional information out there," Sansolo said.

Make it easier for shoppers to cook at home.

"When we talk to shoppers about the relative healthfulness of different kinds of food, they say home cooking without question is the healthiest way to eat," he noted.

Offer more convenient and nutritious takeout products.

According to Sansolo, 17% of shoppers eat their evening meal outside the home three times a week or more. Of shoppers 15 to 24 years old, one-third eat their evening meal outside the home three times a week or more.

"Shoppers tell us they know they should eat better," Sansolo said, "but there is a whole host of reasons why they can't. It costs too much. Fast food is cheap. It's too inconvenient. They want to do it but they can't. We have to find an opportunity here."

Growing Awareness Of Trans-Fatty Acids (% who are aware)

Gender

Women 57

Men 56

Income

$25,000 or less 33

Over $25,000 66

Education

High School or less 40

College 68