Two Thirds of Brits Demand Government Action on Ultra-Processed Foods
A significant majority of British citizens are urging the government to take stronger measures to help consumers make healthier food choices, according to new research. This call comes amid widespread confusion about what truly constitutes 'healthy' food, with many Brits feeling overwhelmed by conflicting nutritional information.
Research Reveals Widespread Consumer Confusion
The comprehensive study surveyed 5,000 adults across the United Kingdom alongside 200 dietitians and nutrition professionals. The findings reveal that nearly all experts (91%) believe consumers are currently overwhelmed by contradictory nutrition information circulating in public discourse.
Furthermore, the research discovered that nine in ten experts believe most people do not properly understand what Ultra Processed Foods (UPFs) actually are. This knowledge gap is particularly pronounced among younger generations, with 19% of Gen Z using TikTok as their primary source for health and nutrition information, despite only 18% actually trusting the platform as a reliable source.
Contradictory Consumer Behaviour Patterns
The research uncovered intriguing contradictions in consumer behaviour regarding processed foods. While 72% of shoppers believe processed food is generally bad for them, and nearly half (47%) deliberately try to avoid UPFs, many are simultaneously drawn to fortified products that undergo some level of processing.
For instance, 45% of consumers are more likely to purchase foods that are high in protein or fibre, even though these products typically require some degree of processing to achieve their nutritional profiles. This highlights the complex relationship consumers have with food processing and nutritional value.
Industry Calls for Collaborative Policy Approach
Danone North Europe is now urging policymakers to work collaboratively with industry representatives, non-governmental organisations, and health professionals to provide consumers with a clear, consistent definition of healthy food. This initiative aims to end the current confusion that plagues consumer decision-making.
This call to action follows research from the company's inaugural report, Consumed: Nutritional Behaviour Index, which reveals extensive uncertainty among consumers about what defines food as 'healthy' in practical terms.
Concerns About Policy Changes
James Mayer, president of Danone North Europe, expressed concerns about recent policy developments: "While the NHS 10-year plan rightly places greater emphasis on the link between good nutrition and better health outcomes, we're concerned other recent policy proposals including the Government's proposal to make further changes to the UK's nutrition classification system may add to consumer confusion."
Mayer continued: "Industry has invested heavily in product reformulation – reducing fat, salt, and sugar to offer consumers healthier choices at the checkout. If those same products are suddenly reclassified as 'unhealthy', it undermines that effort and sends mixed messages to consumers."
He added: "At Danone, we are committed to providing health through food and are proud that we've worked to ensure over 90% of our products are non-HFSS. We encourage the Government to work with industry, NGOs and health professionals to ensure current and future policies build on progress, not slow it down."
Focus on Nutritional Value Rather Than Processing
Niamh Brannelly, head of nutrition and science communication at Danone, emphasised the importance of focusing on nutritional value rather than processing levels: "Focusing on the amount of processing, rather than a product's nutritional value, is creating unnecessary confusion."
"Products enriched with fibre, protein, vitamins, and minerals play an important role in a balanced diet and shouldn't be categorised as 'unhealthy' alongside those high in added fats and sugars," Brannelly explained.
She concluded with a warning: "By not providing clear and consistent advice grounded in nutritional value, we risk making it harder for consumers to make healthier choices. It is important that we work across industry to deliver policy and advice that makes it easy for consumers to distinguish healthier foods."
