1 in 3 UK adults have decreased their consumption of ultra-processed foods in the past 12 months
Almost a third (31%) of UK adults have decreased the amount of ultra-processed foods (UPFs) in their diet in the past 12 months, according to a recent survey of 2000 people carried out by Opinium on behalf of specialist health and nutrition agency Say Communications.
Most (79%) people surveyed had heard of UPFs, defined by the NOVA food classification as industrially manufactured foods that go through multiple processing stages and contain preservatives, flavourings, colourings, and emulsifiers1, but only 27% say they know exactly what UPFs are. Even so, 50% actively avoid having UPFs in their regular diet.
People over 55 are leading the change away from UPFs, with more than 1 in 3 (35%) saying they had reduced their consumption of UPFs compared with 30% people aged 34-54 and 28% people aged 18-24. Also, more women (35%) have decreased their UPF consumption than men (28%).
When asked how people feel about UPFs, the responses show why they might be reducing the amount of UPFs they eat:
- 51% said they’re angry to see the amount of UPFs readily available in the market
- 58% said they’re worried about the effects of UPFs on their wellbeing
- 45% said they’re anxious about consuming UPFs
- 24% said they’re confused about UPFs.
However, 30% believe that not all UPFs are unhealthy. Young people aged 18-34 are more likely (40%) to believe this compared to people over 55 (21%), and more men (32%) than women (27%).
Stefania Rucci, MD at Say Communications, said: “We’ve seen a rapid rise in media coverage about ultra-processed foods in the past three years. As this new survey demonstrates, consumers are increasingly aware of UPFs and changing their buying behaviours. But the NOVA UPF classification system can feel like a blunt instrument when used without education and guidance. This is the right time for food and nutrition companies to step forward and educate their customers about their food processes with honesty and transparency, so consumers can make the best choice for themselves and their families.”
Among those who said they have decreased their UPF consumption, the top UPFs they removed from their diets in the past 12 months are ready meals (45% had removed) and processed meats (43%), closely followed by soft drinks (37%) and fast-food items (35%). To a lesser extent, people reported avoiding crisps and other packaged savoury snacks, (29%), breakfast cereals (especially sugary ones) (28%), sweets and chocolate bars (26%), and flavoured yogurts and dessert pots (20%).
Specialist paediatric dietitian Lucy Upton encourages a balanced approach: “People’s concerns about the health implications of ultra processed foods are valid, but nuances of the UPF classification scheme should not be overlooked. Many of these foods – like formula milk for babies and ready meals for disabled or older people – may also be providing vulnerable groups with essential nutrition. Alongside consumer awareness and education, the food industry should prioritise the nutritional quality of their products to support the health of current and future generations.”
