A new research report released by the Natural Marketing Institute (NMI) shows that for cholesterol reduction, oat-based ingredients are the number one nutritional choice of consumers managing high or borderline high cholesterol. According to the report, 63% of those managing their cholesterol selected oat-based ingredients as their top choice for cholesterol reduction, while 26% choose omega 3 ingredients, 37% soy and 4% plant sterols. This research was conducted for Nurture, Inc., through Harris Interactive as part of NMI’s quantitative omnibus research study, HealthBeat®.