Early adopters of olestra-containing foods: Who are they?

Objective To identify the characteristics of people consuming olestra-conta ining foods when first introduced at a test-marketing site. Design Data are from the Olestra Postmarketing Surveillance Study (OPMSS). After the introduction of olestra into a large test-marketing site, study p articipants received 3 follow-up telephone calls, at 3-month intervals, in which they were questioned about their diets during the previous month. Subjects/setting 1,007 adults in Indianapolis, Ind, who participated in a b aseline clinic visit (before introduction of olestra into the food market) and completed at least 2 of 3 follow-up telephone calls (after the introduc tion of olestra into the market). Statistical analyses performed Logistic regression was used to examine asso ciations between olestra consumption and so cio demographic characteristics , health conditions, attitudes toward health and diet, and health-related b ehaviors. Results Olestra consumption on at least 1 of the follow-up telephone calls was reported by 41.5% of the study sample, and consumption on 2 or more tel ephone calls was reported by 20.0% of the sample. Factors associated with e arly adoption of olestra-containing foods included white ethnicity, higher education, overweight, absence of diabetes, attitudes indicative of diet an d health concerns (eg, perceptions that there is a strong relationship betw een diet and disease), and a lower fat intake. Applications/conclusions In spite, of the controversy surrounding the intro duction of olestra into the food market, persons with attitudes indicative of diet and health concerns were likely to be early adopters of olestra-con taining foods. Dietitians and other health care providers should inquire ab out intake levels of foods with fat substitutes and ensure that these foods are not being consumed in excessive amounts or being consumed instead of n utrient-dense foods that are naturally low in fat.