This study identifies several characteristics and factors of individuals who are more likely to try low-fat, low-cholesterol foods. The analysis was performed using logit analysis. The results imply that the following individuals are more likely to try low-fat, low-cholesterol foods: those with high incomes, whites compared to blacks, females, those with smaller households, those with high body mass index, those who have a better perception of their own health, those who are aware of the link between diet and disease, nonsmokers, and those who do not agree that people are born fat or thin and that there is nothing one can do about it.