Fat and oil products are a huge and growing market, with 2011 sales of $9.2 billion projected to near $10.6 billion by 2016. Research supporting the important role of specific types of fat in maintaining health has caused many consumers to rethink the role that fats and oils play in their diets, and marketers have responded by offering an increasing number of products squarely targeting those seeking healthy options. While value is still one of the primary drivers of purchases of fats and oils, with private-label products dominating in a few key categories, the economy has recovered to the extent that consumers are once again making health and convenience budgetary priorities.

This completely new Packaged Facts report examines the U.S. market for fats and oils within the context of broader food industry trends in new product development and marketing. Major categories covered include butter, margarine, mayonnaise, cooking/salad oil, olive oil, cooking sprays, shortening, and popcorn oil. To accommodate the complexities of the U.S. market within shifting socioeconomic contexts, the report investigates not only the sales data, new product introductions, and marketing strategies, but also the lifestyle patterns determining trends in fats and oils.

Custom Packaged Facts consumer survey data provide insight into fats and oils usage, purchasing patterns, and health and wellness trends across consumer demographics, and Experian Simmons Market Research Bureau data provide a detailed look at category-level and brand penetration levels. The report uses Information Resources, Inc. InfoScan Review data to quantify mass-market marketer and brand shares across seven product categories, and SPINSscan data to present category sales breakdowns in the natural and gourmet/specialty channels. Marketer and brand profiles in major categories further define the relationship between consumer attitudes and the market exigencies of product development.

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