How do we unwrap people's perceptions of ultra-processed foods?

‍Providing consumers with information on how they can incorporate ultra-processed foods into a balanced diet and whether processing level correlates to healthiness, Klaus Grunert writes.

What does the term "ultra-processed foods" mean to you? Is it a lengthy list of ingredients, guilty-pleasure treats, or just junk food?

How we classify foods has huge implications for consumer decision-making and, in turn, the food industry as a whole. 

In recent years, food processing has become a hotly debated topic throughout the food and health industries. But where do consumers fit into the debate?

In a study of nearly 10,000 consumers across 17 European countries, the Consumer Observatory, powered by EIT Food, gleaned consumer insights on the ultra-processed foods debate by pulling back the curtain to find out if consumers care about processing levels and how much this impacts their consumption habits.

The Consumer Observatory found the majority of consumers do in fact care about ultra-processed foods and believe these foods are detrimental to their health and the environment, but many don’t feel they know enough about the topic to make changes to their lifestyle.

What did the study reveal?

Contradicting concerns

Two-thirds of European consumers believe that ultra-processed foods are unhealthy and will likely cause health issues later in life. 

These health issues which consumers are linking to ultra-processed foods (UPF) include obesity, diabetes and other lifestyle-related issues. 

So with these concerns, have consumers all turned against ultra-processed foods? The answer is no. 

Despite these growing concerns, only 56% of consumers try to avoid buying them.

‍Ultra-processed foods require little to no preparation; they’re filled with ingredients designed to make them taste good and they’re perceived to be a cheaper alternative to minimally processed foods.

So why do consumers still want to eat foods which include ingredients they don’t understand and with unknown health implications?

The three driving causes of UPF consumption found in the study were convenience, price and taste. 

Ultra-processed foods require little to no preparation; they’re filled with ingredients designed to make them taste good and they’re perceived to be a cheaper alternative to minimally processed foods.

Source: euronews

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