Led by Millennials, Americans Warming to Healthy Animal Fats

Affirming that changes in how we eat aren’t part of some food fad, a new consumer survey from Coast Packing Company and Ipsos Research indicates that younger Americans are even more receptive to including animal fats in their diet than they were a year ago — and are acting accordingly.

And millennials – those ages 18 to 34 — are not alone: overall, 13 percent of all survey respondents are open to animal fats, up from 9 percent a year ago, and 9 percent say their consumption has increased, compared with 6 percent in 2015.

Among millennials, attitudes have changed significantly.  In this year’s study, 24 percent say they are receptive to animal fats, a marked increase over the 15 percent who held that position last year.  In terms of what members of the youngest demographic are actually eating, it’s a similar story: 20 percent of millennials report having increased their intake of animal fats – a hefty jump over 2015, when that figure stood at 13 percent.

As in the original baseline study – conducted in November 2015 – this new survey of 1,000 adults examined how attitudes about animal fats in the American diet have changed in recent years, and how consumption patterns may be changing as well.  Respondents were asked whether they were more or less open to animal fats, and whether those views extended to actual behavior.   Coast Packing is the number one supplier of animal fat shortenings in the Western United States.

According to U.S. Census Bureau data, millennials are now the nation’s largest generation and include some 75.4 million people.  Forty-one percent eat out at least twice a week, compared to 37 percent of Baby Boomers and a like number of Gen Xers, per a study from foodservice research firm Technomic.  Millennials spend 15 percent more of their discretionary income on experiences than other demographic groups.