FATitudes™ 2025 Study
Consumers’ evolving relationship
with fats & oils
Decoding demand
Fats & Oils: What’s hot (and not) right now
Fats and oils are essential ingredients in packaged foods and home cooking. As trends shape consumer opinion and buying behavior, Cargill's annual FATitudes™ study can help brands stay relevant. This year, the expanded study also explores consumer perceptions around seed oils and oils purchased at retail.
Want to know more? Contact your Cargill representative.
A drizzle of the details
Ingredient claims
“No saturated fat”
51% of those surveyed say they’re more likely to purchase with "No saturated fat" claims.
Retail purchases
Oil selection at home
70% of consumers believe oil choice is important in home frying/sauteing
Oil attitudes
63%
perceive olive oil as healthy
Label scrutiny
60%
check the Nutrition Facts panel
Seeking choice
+10%
increase in seeking specific oils since 2023
Key metrics
Oil & fat insights at-a-glance
We've boiled down some of the key research findings and metrics into these quick-hit infographics.
Retail
Which oils & fats do consumers reach for?
See how intended use influences selection.
Packaged food
Consumer pulse: Oil in packaged foods
FATitudes™ 2025
Unique insights inform ingredient selection
Cargill's proprietary study offers actionable insights you won't find anywhere else.
- Monitoring of fats & oils in packaged foods, motives
- Influence of package claims on purchase
- Purchase impact of specific oil types
- Healthfulness perceptions based on oil type & claims
Contact your Cargill representative for more information.
Frequently Asked
What is FATitudes™ ?
Cargill’s proprietary FATitudes™ research provides an understanding of consumer awareness, perceptions and stated behaviors around types of oils in packaged foods. It includes a year-over-year comparison of these measures, as well as how different demographic groups (age, gender, region of the U.S. and income) differ in their oil attitudes and usage.
How does Cargill collect insights?
Our team conducts an online quantitative survey among adult grocery shoppers across the U.S. accordion. It can be long or short or have interactive elements in it as well.
How can FATitudes insights benefit my business?
The results illustrate perceptions and attitudes toward fats and oils used in packaged goods and purchased at retail. They also identify differences between specific shopper segments, demographic groups and geographic areas – helping manufacturers and retailers target consumer needs more effectively.
More resources from Cargill
Ingredients
Oils & Shortenings Offerings
Whether you’re bringing a new food concept to market or looking for a way to revitalize the popularity of a mainstay product, you can count on Cargill specialty fats to maximize the appearance, texture and flavor of your food products while supporting your bottom line.
Innovation
Inside our R&D and Innovation Hub
Cargill’s Minnesota Innovation and R&D Hub accelerates industry breakthroughs by combining world-class expertise with advanced R&D capabilities. Partner with us to access transformative solutions that drive growth and set new standards in food and bioindustrials.
Insights
TrendTracker for Food & Beverage
Consumers’ relationship with food is evolving. Across the four macro trends and 10 food & beverage trends that Cargill tracks, consumer perceptions and behaviors indicate a more active relationship with food. Learn more about the top trends.