Australians less concerned with cholesterol, more concerned with additives

Friday, 19 September, 2014

Today, Australians are less likely to be concerned with cholesterol levels but more likely to avoid additives than they were in 2009, new research from Roy Morgan shows.

In 2009/10, 38.3% of Australians said they were concerned about their cholesterol levels, while 34.8% agreed with the statement “a low-fat diet is a way of life for me”. However, since then, consumer concerns about cholesterol levels has dropped to 34.1% while those eating a low-fat diet have increased slightly, to 35%.

While some consumers focus on fat and cholesterol, almost half say they try to avoid additive-laden foods. This percentage has grown from 45.6% in 2009/10 to 48.4% in 2014.

Australians’ changing health attitudes, 2009-2014. Source: Roy Morgan Single Source.

Australians’ changing health attitudes, 2009-2014. Source: Roy Morgan Single Source.

When it comes to food, women are more conscientious than men, with more than half of all women (55.3%) saying they try to eat additive-free food but just 41.3% of men being as diligent. In terms of fat, 38.9% of women actively avoid it, compared to just 31% of men surveyed.

It’s no wonder then that Australian men are more likely to be concerned about their cholesterol levels: 36.8% are worried, compared to 31.4% of women.

“Australians are clearly becoming more mindful of what they put in their mouths, with an increasing number choosing to avoid foods with excessive fat content or additives,” said Norman Morris, industry communications director, Roy Morgan Research.

“We would therefore hope that the decreasing national concern with cholesterol is indeed a consequence of such dietary changes rather than a tendency toward apathy.”

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