UPF: How can industry improve consumer perceptions?

Backlash against ultra-processed foods (UPF) continues to grow, with consumers now overwhelmingly believing that they are damaging to health and the environment.

“Whether it’s a pre-packaged pasta sauce for a quick meal at home, or a fast-food treat meal out with the family, ultra-processed foods are part of the day-to-day fabric of consumer diets across Europe,” says Sofia Kuhn, director of public engagement at EIT Food. “However, it’s evident from these findings that people have real concerns about the health and sustainability aspects of these foods.”

This has been helped, in no small part, by studies linking them to chronic diseases such as type 2 diabetes, and a damning report from the World Health Organization (WHO), which likened their consumption to smoking and drinking alcohol.

But the growing global population, climate change and geopolitical unrest, means ultra-processed foods and beverages are very much here to stay. Why? Because, despite the well-publicised downsides, there are also significant benefits to ultra-processing methods, including increased shelf life and added convenience.

What’s more, some of the studies reported on, have failed to tell the full story regarding the health implications of ultra-processed foods and beverages.

“Earlier this year, the world’s largest review of health studies directly linked UPFs to 32 harmful health conditions, including cancer, heart disease, type 2 diabetes, poor mental health, and early death,” Dr Marlana Malerich, a sustainable food systems researcher at the University of Sussex, told FoodNavigator. “However, within that study, the authors noted that while some UPFs were linked to ill health, others such as cereals, dark or wholegrain bread, packaged sweet and savoury snacks, fruit-based products, and yogurt and dairy-based desserts, were linked to better health outcomes. Processing did not always equate to poor health outcomes.”

So, how can food manufacturers help to reduce confusion surrounding ultra-processed foods and beverages, and improve consumer opinion?

Consumer perceptions of ultra-processed foods are at an all-time low. What can food and beverage brands do to change this? (Getty Images)How can industry improve consumer perceptions of UPF?Currently, consumers are only being exposed to the downsides to ultra processing. It’s therefore up to food and beverage manufacturers to redress the balance by putting the positives of UPF forward. And the quickest way to do this is through advertising, particularly, on-pack advertising.

“Consumers are very interested in on-pack information,” said Emma Schofield, analyst for Mintel, while speaking at Fi Europe 2024.

And through that advertising, brands can highlight the nutrients contained in the product. On-pack advertising also allows for the promotion of ingredients.

“It’s important to emphasise the quality of the ingredients in your products,” says Schofield.

But more than that, brands should be highlighting the benefits of certain processing methods, such as those to reduce sugar content of raw ingredients.

Furthermore, explaining the positives of ultra processing, in a way that is understandable to consumers, without the need for a food science degree, will significantly help with consumer understanding.

“Food and beverage manufacturers should be promoting the positives of processing techniques clearly,” says Schofield.

Though, this is made all the more difficult by the fact that it’s not just consumers who are struggling to understand the pros and cons of ultra processing. Industry is struggling too.

“There is so much confusion around ultra-processed foods,” Anna Rosales, senior director of government affairs and nutrition at the Institute of Food Technologists, told FoodNavigator. “But that’s because there is so much that is still unknown, even throughout the scientific community. Yes, there is data available, but it lacks scientific consensus, and the research sample size is far too small. More funding is required for the critical additional research that is required to better understand ultra-processed foods and their true impact on health and nutrition.”

Interestingly, while the overall perception of ultra-processed foods is poor, there appears to be a generational divide with regards to acceptance. According to research from Mintel, younger consumers are proving far more accepting of UPF, while people who are 55 and over are deemed the least accepting.

“People who did not grow up with ultra-processed foods are less likely to trust them as they are not normal to them,” says Schofield.

This means communication of the reasons and benefits for ultra-processing methods needs to focus on older generations, who have less understanding or experience of them in their diet.

Attitudes towards ultra-processed foods varies between different generations. (Getty Images)