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G03021 - Post-market monitoring of novel foods - Phytosterols

Project Code: G03021

31/03/2006

TNS BMRB
Kemplay, G ; Nordfjord, H

• Over one quarter of respondents (28%) claimed to have consumed any of the phytosterols products in the last 6 months. Fourteen percent claimed to have consumed any of the spreads. Fourteen percent claimed to have consumed any of the yoghurt drinks and 10% claimed to have consumed any of the yoghurt pots.

• Only a minority of consumers of phytosterols products have been diagnosed with high cholesterol (21%), and consumption motivators also include generic health benefits and assumed digestive system advantages, in addition to lowering cholesterol level.

• Consumption guidelines with regard to minimum and maximum amounts and the nutritionally inappropriate groups have not been successfully communicated to the majority of consumers, with low levels of both label readership and knowledge of the guidelines.

• Despite this, the frequency of consumption data, both claimed and actual, suggests that there is very little over consumption, with 97% of consumers consuming twice a day or less. However, there are indications that some onsumers may not be consuming enough of the products to gain a real
benefit with 71% consuming once a day or less often.

• Consumption among the under 5s is low, with this group accounting for approximately 1% of all phytosterol product consumption occasions. The penetration among this group (in a two-week period) is in the region of 0.5%. That is, we estimate that approximately 1 in 200 under 5s may have some consumption of Phytosterols.

• There is confusion over the distinction between cholesterol lowering yoghurts and yoghurts designed to help maintain a healthy digestive system. This may be due to the similarity of the appearance of the packaging and their proximity/lack of differentiation in store.

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