Diet fads come and go. Low-fat foods were all the rage in the 1990s but have since fallen out of favor. The low-carb Atkins diet was wildly popular in the early 2000s but is now outdated. Even the Paleo diet has passed its peak in popularity.
The latest health trend is avoiding ultra-processed foods (UPF). Will this trend be short-lived like other trends, or will consumer concerns about ultra-processed foods continue into the future?
Ultra-processed foods: more than just a fad?
The answer is not simple: A recent survey of more than 1,000 consumers aged 16 and over in France, Germany, Italy, Spain and Poland by market research firm Mintel found that concerns about UPF may be age-related.
Younger consumers seem to be somewhat more convinced that the “UPF frenzy” is a passing fad, with almost half (49%) of French consumers aged 16-24 feeling that way, according to Alice Pilkington, senior international food and drink analyst at Mintel.
These consumers tend to have a more short-term mindset and seek out fun, flavorful experiences, both of which ultra-processed foods provide.
What are ultra-processed foods?
The most common definition of ultra-processed foods comes from Nova, which divides them into four groups based on their level of processing: raw and minimally processed foods, processed cooking ingredients, processed foods, and ultra-processed foods. This last category is by definition an “industrial creation.”
Overall, however, European consumers believe concerns about UPF will continue, with only around a third of consumers believing that UPF products are simply a healthy eating fad.
UPF Concerns Spark Scratch Cooking Trend
“With so many ephemeral health trends on social media at the moment, it’s tempting to think the current UPF frenzy will die down quickly,” Pilkington told Food Navigator.
“But the fact that many Europeans don’t see this as just a health-eating fad shows that food and drink brands need to take it seriously. Indeed, the focus on UPF marks a landmark moment for the industry.”
Why are consumers concerned about ultra-processed foods?
Recent studies have linked the consumption of ultra-processed foods to poorer health, including an increased risk of cancer and higher mortality rates. The World Health Organisation (WHO) has also sounded the alarm, stating that ultra-processed foods, alcohol, tobacco and the fossil fuel industry are responsible for millions of deaths each year in Europe.
However, not all research findings on UPFs are 100% negative. A study published in The Lancet last year concluded that while UPF consumption is often associated with multimorbidity, not all UPFs. No association was found between consumption of UPFs, which includes breakfast cereals, packaged bread and plant-based alternatives, and multimorbidity.
When asked how the UPF boom is affecting purchasing behavior, he said consumers are increasingly cooking at home instead of relying on packaged foods for convenience.
French and Spanish consumers are most likely to be in this position, with 71% and 68% respectively saying they are cooking significantly more at home due to growing UPF concerns.
But it’s not just continental Europeans who are spending more time in the kitchen: more than half (54%) of UK consumers also say they are cooking more from scratch, which Mintel says is likely to pose a “significant threat” to the prepared meals sector.
Nutrition is key when it comes to UPF
The survey revealed that nutrition plays an important role in consumer perceptions of ultra-processed foods, with many consumers tending to ignore the degree of processing of a food if it is packed with nutrients.
About half of Europeans (except in France) believe that the nutrients (e.g. protein and vitamins) in their food are more What matters is how processed it is – almost three in five Spanish consumers (57%) feel that way, a view shared by parents.
“Foods that meet several children’s nutritional requirements, even if they are highly processed, offer time-poor parents a shortcut to ensure their children are getting the nutrients they need,” Pilkington explained.
“Affordable, nutritious meal ideas help reassure parents that their children are meeting their nutritional needs, as well as products that contribute to the five-a-day fruit and vegetable goal and fiber intake.”
Ultra-processed food confusion continues
Consumers seem to have strong opinions about UPF, but it’s unclear if they truly understand what ultra-processed means.
A 2021 survey conducted by YouGov on behalf of the British Nutrition Foundation revealed that, in the UK at least, there is a lack of understanding about which foods fall into the ultra-processed food category.
When asked to choose from a list of ultra-processed foods, just 8% chose canned baked beans, 9% chose low-fat fruit yoghurt, 12% chose ice cream, 19% chose prepackaged sliced bread bought from the supermarket, 26% chose pre-made pasta sauce and 28% chose breakfast cereal with added sugar.
The survey is designed to capture the attention of consumers, and all products listed are UPF-classified according to the Nova classification system.
In a recent survey by innovation and intelligence platform Vypr, half of respondents said they had heard the term “ultra-processed food” but couldn’t explain what it meant.
