How are consumers of low-fat and high-fat diets perceived by those with lower and higher fat intake?

Dietary social stereotypes may hinder dietary change. The aim of this study was to measure stereotypes attributed to consumers of low-fat and high-fat diets, and to investigate if stereotype attribution differed with subjects' fat intake. A sample of 100 subjects completed a 24-h dietary recall for the estimation of macronutrient intake, and then completed a questionnaire which assessed the stereotypes associated with a low-fat and a high-fat diet. The low-fat diet was associated with a "healthy", "slim", "fit" and "sporty" person, who was "intelligent", "middle class" and "female". Conversely, the high-fat diet was associated with an "unhealthy", "overweight", "unfit" and "inactive" person, who was "unintelligent", "working class", "smoking" and "male". Followers of the low-fat diet were seen as "serious" and "highly strung", while followers of the high-fat diet were seen as "fun-loving" and "happy". However, positive stereotypes were the predominant descriptors of consumers of the low-fat diet, while negative stereotypes were the predominant descriptors of consumers of the high-fat diet by both men and women. Older people were more likely to choose negative descriptors for a follower of the low-fat diet. Subjects were grouped according to their own fat intake. A high-fat (>33% fat energy) group selected more positive and negative stereotypes to describe high- and low-fat diet consumers, respectively, than did their low-fat counterparts (<33% fat energy). Choice of "happy" to describe a follower of a high-fat diet had four-fold higher odds for the high-fat group. The social meaning and values associated with food choices require further investigation. Health education may need to redress some of these stereotypes.