Trans fat is making news headlines and is beginning to make its way into the consumer lexicon as food industry giants are being proactive in reducing or eliminating trans fats from their products. It seems timely then, to look closer at how consumers approach trans fats. Are they concerned about them? Are they avoiding them? Do they even know what trans fats are?

This report looks at the current state of consumer perceptions of and response to trans fats. A result of qualitative and quantitative research conducting during 2004, the report's findings look at:
· Consumer level of understanding about trans fats. What do they know and how do they define them?
· Which products do they associate with trans fats?
· What are consumers doing to avoid them?
· What triggers consumers to adopt avoidance strategies?
· How do they associate them with disease?
· How do they learn about trans fats? Where/Who do they turn to for information?
· What do they look for when reading product nutrition labels?
· And more."

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The Hartman Group, Inc. is a full-service consulting and market research firm offering a wide range of services and products focusing on the health and wellness markets. Our experienced staff, with diverse, yet complementary backgrounds are experts in providing trade reports, syndicated studies, strategic consulting and customized research. This team has extensive knowledge and experience in marketing, business management, retail anthropology, sociology, nutrition, healthcare management, consumer economics and statistics.