New research from product intelligence platform Vypr suggests that consumer confusion around what to eat has never been higher, with concerns around ultra-processed foods (UPF) adding to the minefield.
90% of consumers surveyed said they are aware of the term, but less than a quarter (22%) can explain the difference between processed and ultra-processed food. Just over half (53%) know what the UPF abbreviation stands for, but this lack of knowledge and understanding is causing 55% of people extra stress while shopping. A quarter of people (25%) say they are very concerned about ultra-processed foods.
When asked about which foods count as UPF, consumers listed ready meals (37%), bread (12%), cakes (12%), vegan ready meals (8%), and yoghurt with added fibre (7%) as the top five. Less than 2% of people questioned correctly knew that healthier products such as falafel are also ultra-processed.
Vypr conducted the research for its Consumer Horizon report which also investigated which health topics overall are most concerning for consumers when grocery shopping. 41% said that having five fruit and vegetables a day was their main concern, followed by 23% who are most worried about UPF. Amongst Gen Z and Millennial consumers UPF as a main grocery concern increases to 37%. Meanwhile, the research found HFSS to be a top concern for only one in 10 consumers.
Ben Davies, founder of Vypr, commented: “The current debate around UPF is unhelpful and confusing for consumers. The current classification system doesn’t go far enough to explain the nuances of this type of food, and it makes it tricky for consumers to navigate. Consumers need clearer labels on packaging, and we must work together as an industry to streamline food labelling rather than make it more complicated. Consumers are familiar with the traffic light system introduced by HFSS, and if this was adapted to include UPF details, then it would help shoppers make quick decisions about what they purchase.”
The research also revealed that 76% of consumers believe that UPF is a genuine health concern, but of those, one in five (19%) said that it did not worry them personally, indicating a lack of understanding about the issue. In contrast, 73% believe that eating UPF products would put them at risk of diseases such as cancer, heart disease and diabetes.
The most popular ways consumers have started to cut down on the amount of UPF they consume include cooking more from scratch at home (23%), buying more fruit and vegetables (16%), and reading ingredient and nutrition labels (9%). However, 21% of those questioned said they had taken no steps to try and cut down on the amount of UPF in their diet.
The reluctance to avoid highly processed foods stems from several factors: 15% enjoy their taste, 12% appreciate their convenience, and 11% of consumers find them affordable. Illustrating a divided nation, overall 44% of consumers are very concerned about the cost of food shopping, whereas 31% are not at all concerned. In comparison, 39% are very concerned about UPF with 29% not at all concerned.
NAM Implications:
- The key issue is the extent to which ALL companies would welcome true like-with-like price comparison.
- i.e. the good companies with good offerings would benefit from the resulting clarity.
- UPF simply adds another of complexity in terms of identifying best options.
- Unless UPF is simply indicated, the entire sub-category will be rejected…
- …instead of being factored into the consumer purchasing process.
- Over to you…
