# Avocado Oil Shortening Chosen Foods' Avocado Oil Shortening is Made with Just One Ingredient By Laura McQuarrie | Published 2024-10-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/avocado-oil-shortening References: [businesswire](https://www.businesswire.com/news/home/20241022168203/en)  Driven by a desire for healthier options that align with their dietary preferences and wellness goals, consumers are opting for [clean shortening or butter alternatives](https://www.trendhunter.com/trends/nextgeneration-plantbased-butter) to create both sweet and savory recipes, and [Chosen Foods'](https://www.trendhunter.com/trends/pumpkin-spice-avocado-oil) Avocado Oil Shortening is a new option for baking and frying. “Shortening has been a staple in American kitchens for over a century, but there is nothing on the market that caters to the modern, health-conscious consumer," said Sarah Barnes, VP of Marketing at Chosen Foods. Chosen Foods' Fractionated Avocado Oil is created during the process of making its iconic 100% Pure Avocado Oil, and the leftover solid portions from the avocado are used to create the one-ingredient Avocado Oil Shortening. With this product, ingredient-conscious consumers avoid sub-optimal ingredients like soybean oil and fully hydrogenated palm oil. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 47% | Activity: 68% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Clean-eating Movement:** Consumers are increasingly prioritizing clean ingredients in their diets, sparking a rise in products like avocado oil shortening that contain minimal ingredients. - **Plant-based Alternatives:** The market for plant-based substitutes is expanding, with avocado oil shortening offering a healthier option compared to traditional shortenings made from animal fats. - **Sustainability in Food Production:** Reusing by-products from avocado oil production to create avocado oil shortening highlights a growing focus on sustainable and waste-reducing food manufacturing practices. ### Industries Being Reshaped - **Health and Wellness Foods:** The sector is being transformed by products like avocado oil shortening, which align with consumer demand for healthier food options. - **Baking Ingredients:** Avocado oil shortening introduces a new, health-focused alternative to conventional baking ingredients, catering to increasing consumer health awareness. - **Sustainable Food Processing:** Companies are innovating their processes to reduce waste and enhance sustainability, as seen with the creation of avocado oil shortening from production by-products. ## Related on Trend Hunter - [Avocado Oil-Based Product Campaigns](https://www.trendhunter.com/trends/chosen-to-save-food.md) - [Squeezable Avocado Oil Bottles](https://www.trendhunter.com/trends/100-pure-avocado-oil-squeeze.md) - [Avocado Oil Condiments](https://www.trendhunter.com/trends/chili-dipping-sauce.md) - [Better-for-You Hazelnut Spreads](https://www.trendhunter.com/trends/chocolate-hazelnut-spread.md) - [Seasonally Inspired Avocado Oils](https://www.trendhunter.com/trends/pumpkin-spice-avocado-oil.md) - [Potent Quality Avocado Oils](https://www.trendhunter.com/trends/pure-organic-avocado-oil.md) - [Seed-Oil-Free Frying Oils](https://www.trendhunter.com/trends/organic-fera-fruit-oil.md) - [Handcrafted Avocado Oil Dispensers](https://www.trendhunter.com/trends/organic-avocado-oil-holiday-set.md) - [Avocado Oil Salad Dressings](https://www.trendhunter.com/trends/avocado-oil-salad-dressings.md)