Health Canada has introduced a trans fat ban which will go into effect in 2018. According to a statement from the Minister of Health, Ginette Petitpas Taylor, the ban impacts partially hydrogenated oils (PHOs), a main source of artificial trans fats. The ban, which will become effective on September 15, 2018 will affect all foods sold in Canada, whether they are domestically produced, imported, or made at restaurants. It will also become illegal to sell food items which contain PHOs in the country.

Across markets, we’re seeing bans on items and behaviors that are bad for consumers in some way. The Russian Orthodox Church has called for believers to shun unhealthy foods like potato chips, alcoholic beverages, and anything made with trans fats; the Argentinean government has enacted a new law which forbids the manufacturing, use, or sale of trans fats (as of December 2014); while in the US, the FDA will require the food industry to gradually phase out all trans fats, saying they are a threat to people’s health.

24% of Canadians say they are interested in foods with low or reduced trans fats and would pay more for them.

Similarly, the Canadian Ministry of Health has proposed this ban on marketing junk food to kids as consumers look for foods that are low in trans fats. Indeed, according to Mintel’s report on attitudes toward healthy eating in Canada, 24% of consumers say they are interested in foods with low or reduced trans fats and would pay more for them, while 65% say they are interested but would not pay more for them.

As consumers continue to prioritize finding healthier food and drink options, it will be increasingly necessary for brands and authorities to enact regulations and parameters that organize needs. Brands that want to appeal to healthy minded consumers will do well to stay ahead of regulations and make changes before they’re forced to in order to demonstrate that they care about their customers’ interests.

Carli Gernot is the Manager of Trends North America at Mintel. She’s been contributing to the success of Mintel Trends since 2010, spotting trends and shifts in consumer behavior all over the world. Carli is responsible for creating content for global trends, North American and EMEA regions, as well as ensuring that North American consumer trend content is relevant and insightful.