Consumers seeking ‘quality’ fats
And when it comes to health, shoppers are thinking more in terms of perceived ‘quality’ than fatty acid profiles (which most people don't understand), she said, so are increasingly seeking out avocados, nuts, and even butter, which is regarded as more authentic and 'natural' (and therefore as more healthy to many consumers) than lower-fat vegetable-oil-based spreads, despite its higher saturated fat content.