Many common oils made from seeds, such as canola, sunflower and soy, have long been marketed as “better-for-you”, and dietary guidelines in most countries recommend their consumption. However, there is an emerging scientific debate that’s challenging this view. As a result, some established health influencers recommend avoiding seed oils (sometimes referred to as “vegetable oils” or “industrial oils”). An increasing number of brands in the US flag their products as “free from seed oil” or highlight the use of alternatives, such as avocado.
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The International Food Information Council (IFIC) decided to do a deep dive into Americans’ perceptions of seed oils, in the form of a consumer survey with 1,000 respondents published as part of the organisation’s Dietary Fats Toolkit in February 2025. According to IFIC, “consumer perceptions of oils, especially those referred to as ‘seed oils’, reveal a growing divide between scientific findings and public opinion.” The survey found that:
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75% of Americans are at least somewhat familiar with the term “seed oils”
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46% consider seed oils to be healthy, while 13% think they are unhealthy
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28% say they actively avoid seed oils
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Among the respondents who actively avoid seed oils, more than 60% believe seed oils are more processed, more genetically modified, and cause more weight gain than other oils.
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38% rank avocado oil as the healthiest type of fat or oil, followed by olive oil (29%) and butter (8%).
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4 in 10 say they do not look for information on the type of fat a product contains before making a purchase.
Avoiding seed oils is an idea mired in scientific controversy. It is still a long way from the mainstream but it is becoming more relevant among the most health-forward 25% of consumers.
IFIC concludes that: “As debates over the healthfulness of seed oils intensify, science communicators may face increasing demands for clarity as consumer expectations evolve. Addressing consumer concerns head-on can help bridge the gap between scientific evidence and public perception.”
