Just 9% Of Consumers See Seed Oils As Unsafe, Survey Finds

A new Consumer Food Insights Report (CFI), released in April, found that most consumers have only a superficial understanding of seed oils, and many feel confused or neutral about popular claims linking these oils to negative health outcomes.

The report was produced by the Centre for Food Demand Analysis and Sustainability (CFDAS) at Purdue University in the United States, drawing on a survey of 1,200 consumers across the country. It tracks food spending, consumer satisfaction, food values, support for agricultural and food policy, and trust in information sources.

Focus On Seed Oils

This edition examines consumer perceptions of seed oils, which have recently come under heavy media scrutiny. Among the most common oils used in American households are olive oil, butter, vegetable oils and canola oil — with vegetable and canola oil falling under the category of seed oils, extracted from plant seeds and used in cooking, baking and food manufacturing.

According to Joseph Balagtas, professor of agricultural economics at Purdue and director of CFDAS, who authored the report:

"Seed oils have long been popular in American kitchens because they are relatively cheap, have desirable cooking properties, and are considered a source of unsaturated fats. But recently they have come under criticism, particularly on social media, which has promoted the idea that they are unhealthy."

How Consumers View Seed Oils

• 53% of consumers believe seed oils are safe to consume.
• 45% believe they are beneficial to health.
• Only 9% consider them unsafe.
• 33% believe they cause more inflammation in the body than other types of fat.

"We're seeing some confusion among consumers about how healthy seed oils really are, which isn't surprising given the conflicting nutrition information out there," Balagtas said.

Is This Shaping Buying Behaviour?

The researchers found that:

• 20% of Americans now try to avoid seed oils when cooking, up from 18% a year earlier.
• 55% of consumers get their information about seed oils from social media — more than from any other source.
• Yet consumers rate social media as the least reliable source, while doctors and health professionals are seen as the most trustworthy.

"The constant stream of messaging from social media influencers can end up drowning out the voices of actual experts," Balagtas added.

What The Researchers Are Focused On

According to Elijah Bryant, a research analyst and co-author of the report:

"We're not trying to settle the nutritional science. What matters to us is what consumers actually believe about seed oils."

Shifting Food Price Expectations

In April 2025, the researchers observed:

• A slight uptick (around 1 percentage point) in consumers' expectations for future food prices.
• This comes as food inflation has started climbing again, reaching 3% after hovering near 2% throughout 2024.

"This suggests consumers are starting to notice the shift, especially alongside other reports pointing to growing pessimism about the broader economy," Bryant said.

How Satisfied Are Americans With Their Diet?

The researchers used the Cantril wellbeing ladder to gauge consumer satisfaction with their diet:

• Roughly two-thirds of consumers rated their diet between 7 and 10 (out of 10).
• 20% rated it between 5 and 6.
• Only 12% rated it between 0 and 4 — meaning they are "struggling."

The findings also showed:

• 85% of consumers said they feel "happy" or "very happy" with their diet.
• There were no major regional differences, though:
  • 70% of consumers in the West and Northeast rated their diets 7-10.
  • compared with 65-66% in the South and Midwest.

"Despite economic headwinds, the American diet has remained strong and able to accommodate a wide variety of eating patterns," Bryant noted.

Food And Poverty

The report's findings aligned with US Department of Agriculture data:

• The food insecurity rate in the South stood at 16.7% — the highest of any region.
• In the West it was 11.7% and in the Northeast 11.9% — both below the national average of 12.8%.

"What's concerning is that nearly half of Southern US states now report poverty rates above 15%," Bryant said.

He added that the link between income and food security will become even more critical if food inflation outpaces wage growth — something that has not happened since late 2023.