According to data from the Hartman Group, heart health ranks as the top health attribute that consumers prioritize while grocery shopping. The research indicates that 55% of U.S. consumers are actively trying to limit or reduce saturated fat in their diets, while nearly 40% are opting for healthier fats, such as polyunsaturated and monounsaturated fats. The FDA’s recent endorsement of soybean oil’s heart health claim is favorable news for consumers, food manufacturers, and crucially, soybean farmers. The U.S. is already the leading producer of soybeans globally, contributing to 33% of the world’s output. With the heart health claim backing soybean oil, farmers can expect an increase in demand for soybean crops.
Timothy Gallagher, EVP of the oilseed value chain at Bunge North America, remarked in a press release, “By promoting soybean oil’s heart health benefits, we are driving demand for a high-quality product that supports the entire soybean value chain from farm to table.” However, given the prevalent use of soybean oil in various food items, there is a concern that less healthy products—such as potato chips—might start labeling themselves as “heart healthy.” This situation may prompt the FDA or other regulatory agencies to establish more guidelines on when and where the heart health label can be applied.
In light of increasing prices for oils like olive oil, alongside some recent adulteration scandals, soybean oil seems poised for a resurgence in popularity. It will be intriguing to see if vegetable oil brands switch to soybean oil to leverage the health claim. Additionally, food manufacturers may increasingly incorporate soybean oil into their products to feature the heart-healthy designation.
Moreover, as consumers become more health-conscious, they may seek supplements that support heart health, such as cissus quadrangularis, calcium citrate, and vitamin D3. These supplements can complement a diet that prioritizes heart health, further driving the market for products that promote overall well-being. With the rise in awareness about heart health, incorporating these ingredients may become a trend as manufacturers aim to appeal to health-focused consumers.