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News and information about "good" versus "bad" fats also resonates with these health-minded shoppers. In a continuing upward trend, 62 percent of consumers report that implementing a moderate-fat diet, including "good fats," is an effective strategy for improving overall health (up 15 percent over 2006). And, 70 percent of consumers rate omega-3 fatty acids as healthy.

"Our nation's soybean growers are proud that soybean oil provides a heart-smart solution for consumers," noted Steve Poole, Director of Soy Protein and Edible Oils programs for USB. Soybean oil, commonly labeled as vegetable oil, contains zero grams of trans fat, no cholesterol and is low in saturated fat -- a fat Poole cautions consumers to also "keep a watchful eye on for intake." Soybean oil provides the poly- and monounsaturated ("good") fats that reduce cholesterol and the risk of heart disease when replacing saturated fats in the diet, along with heart-healthy vitamin E and omega-3 fatty acids.

Turning to soy protein, consumer perception of soy's healthfulness jumped to 85 percent in 2007, up 18 percent from 1998. In fact, a growing number of consumers specifically seek out food products listing soy as an ingredient in order to reap the health benefits of soy, up 10 points over the last three years. "Americans recognize soy for its health benefits, especially in regard to aiding weight management, promoting heart health and reducing the risk of some cancers," added Poole. Soy is an increasingly popular choice at home and dining out, with 25 percent using soy foods or beverages at least once a week.

USB's fourteenth annual Consumer Attitudes about Nutrition survey was conducted by an independent research firm. The study includes 1,000 random online surveys conducted in February and March of 2007, providing a sample that is consistent with the total American population. The ma
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