Consumer perceptions of trans fats in 2009 show awareness of negative effects but limited concern regarding use in snack foods.

The purpose of this study was to determine consumers' perceptions of industrially produced trans fats. A cross-sectional study was conducted in Regina at 3 different grocery store chains located in 3 different regions. A 21-item survey was administered in English by 3 research assistants at the grocery stores over a 5-day period. Of 498 potential respondents who were approached, 211 completed the survey, for a 42% response rate. The majority of respondents were female and over 61 years of age. When respondents were asked if they looked for information on food packages while grocery shopping, none of the respondents indicated that they looked for trans fat on the food label. Ninety-six percent of respondents identified that trans fat is found in processed foods, whereas 42% of respondents incorrectly identified trans fat as being found in nonhydrogenated margarines. More female respondents self-reported that they had made dietary changes to decrease trans fat intake as compared with male respondents (p < 0.05). Those participants who made dietary changes to decrease trans fat intake had higher mean knowledge scores than did those who did not make changes (p < 0.043). Sixty-three percent of respondents indicated that they would not make dietary changes to their snack food selections even if their selections contained trans fat. Consumers know a little about trans fats and consider them to be a concern. However, consumers are reluctant to make dietary changes to limit these fats in their snack food selections.