Cholesterol is not as much of a concern now.

Recent research by Roy Morgan Research has shown that even though Australians are wanting to eat less additives and fats, we are not as concerned with cholesterol as we once were.

In research done in June 2010, 38.3 percent of Aussies over 14 were “concerned about my cholesterol level’, compared to 34.1 percent in this research from June 2014.

The trying to buy and eat lower fat food has maintained at around 35 percent during the four years between these two research projects.

48.4 percent of those surveyed are now concerned with eating additive free food, compared to 45.6 in the 2010 research.

So business can take from this research that although cholesterol is still and issue, it is not as important to people now as trying to purchase and eat low fat and minimal additive food.

The research also shows that men think differently about this to women, with 55.3 percent of women surveyed buying and eating additive free foods compared to men at 41.3percent.

Norman Morris, Industry Communications Director, Roy Morgan Research, said; “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. 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.”

The concern that we, in the food industry should have about this type of research is around the definition of the word additive. As an example, salt has many uses in food processing and recipes. Would people consider it to be an additive that should be eliminated or is it something that is “natural” so is not really an additive. Sugar is another example.

Written by Rachelle Williams, The Green Food Safety Coach.