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Survey
April 03, 2023

In New Coast Packing Survey, Consumers Across the Board Agree: ‘Fat Means Flavor’

In New Coast Packing Survey, Consumers Across the Board Agree: ‘Fat Means Flavor’

In Latest Study, Half the Sample Gives Thumbs Up to Animal Fats for Taste, Versatility in the Kitchen; Men More Receptive Than Women To Cooking with Lard and Beef Tallow

While the cliché is that there’s no accounting for taste, a new national Coast Packing consumer survey indicates broad agreement around one key of attribute of using animal fats – the flavor’s the thing. 

In the latest animal fats study from Coast, the number one supplier of animal fat shortenings in the Western United States, roughly half of the more than 1,000 Americans sampled like what animal fats do to the taste of various dishes and — across all economic, regional, and ethnic categories – suggesting that animal fats may well be the soul of flavor.  

The Coast study posed these questions:  

How much do you agree or disagree with each statement about food made with animal fats, like lard and beef tallow?   

  • Animal fats like lard and beef tallow are easier to work with
  • Food made with animal fats, like lard and beef tallow, tastes better/improves the flavor of specific dishes
  • I have proven/standby recipes that use animal fats
  • Friends/family prefer food made with animal fats
  • I eat food made with animal fats, like lard and beef tallow, due to health/diet concerns

Among the survey’s key findings:  

  • More men than women (32 percent men to 17 percent women) agree that animal fats like lard and beef tallow are easier to work with.
  • More men than women said that friends and family prefer food made with animal fats (40 percent to 28 percent) to those without.  
  • People with children in the household described animal fats as easier to work with versus people without children (35 percent to 19 percent).   
  • Less than half of those 18-34 count friends and family that prefer food made with animal fats.  On the other side of the age spectrum, 10 percent of those age 55 and over consume food made with animal fats due to health/diet concerns.
  • More Black Americans and Hispanic Americans agree that animal fats are easier to work with; both groups citied health/diet concerns as the reason they prefer food made with animal fats like lard and beef tallow.

“With the pandemic fading as a concern for many Americans, this latest Coast consumer survey suggests that the things we’ve always prized about food – taste and flavor — have returned to center stage,” said Eric R. Gustafson, CEO, Coast Packing.  “Consumers continue to understand that animal fats are a net positive for health and well-being. They value authenticity and want food that is made with integrity and respect for culinary traditions.”

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