Nine out of 10 shoppers now buy low-fat dairy products and six out of 10 believe that lower-fat variants taste as good or better than full-fat equivalents, an exclusive new survey has indicated.
The survey, carried out for The Grocer by Harris Interactive, found that only 29% of respondents believed that low-fat alternatives tasted worse than full fat products, with 11% unsure.
The findings are a boost for the industry at a time when it is battling tough government legislation on salt and sat fat levels.
The Food Standards Agency welcomed manufacturers' efforts to provide consumers with choice, which it said supported the government's objective of ensuring the public had greater access to healthy options. "We are pleased to see that lower-fat dairy appears to be a growth market," said an FSA spokesman, citing the growth in sales of 1% fat milk.
The Dairy Council said consumers' changing attitudes were testament to the dedication of manufacturers to improving the taste of lower-fat products. Full-fat products would still have a place, though, it said. "There are some dairy products that consumers will always love the full fat variety of," said director Dr Judith Bryans.
The demand for low-fat dairy was driven by products such as spreads and yoghurts, which were easier to produce lower-fat variants of, said Wyke Farms MD Richard Clothier. Producing lower-fat cheeses presented difficulties because removing the fat compromised flavour and texture. "In cheese we've lagged behind a little bit in some ways in the lower-fat areas," he added.
Low fat was rated in the survey as the joint fourth-most important criterion to shoppers when buying dairy. Price, taste / flavour and quality were the top considerations.
The survey results also indicated that Londoners were most likely to criticise the taste of low-fat dairy alternatives for being worse than full-fat variants.
The survey, carried out for The Grocer by Harris Interactive, found that only 29% of respondents believed that low-fat alternatives tasted worse than full fat products, with 11% unsure.
The findings are a boost for the industry at a time when it is battling tough government legislation on salt and sat fat levels.
The Food Standards Agency welcomed manufacturers' efforts to provide consumers with choice, which it said supported the government's objective of ensuring the public had greater access to healthy options. "We are pleased to see that lower-fat dairy appears to be a growth market," said an FSA spokesman, citing the growth in sales of 1% fat milk.
The Dairy Council said consumers' changing attitudes were testament to the dedication of manufacturers to improving the taste of lower-fat products. Full-fat products would still have a place, though, it said. "There are some dairy products that consumers will always love the full fat variety of," said director Dr Judith Bryans.
The demand for low-fat dairy was driven by products such as spreads and yoghurts, which were easier to produce lower-fat variants of, said Wyke Farms MD Richard Clothier. Producing lower-fat cheeses presented difficulties because removing the fat compromised flavour and texture. "In cheese we've lagged behind a little bit in some ways in the lower-fat areas," he added.
Low fat was rated in the survey as the joint fourth-most important criterion to shoppers when buying dairy. Price, taste / flavour and quality were the top considerations.
The survey results also indicated that Londoners were most likely to criticise the taste of low-fat dairy alternatives for being worse than full-fat variants.
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