Majority of consumers doubt safety of processed foods

Recent research by the EIT Food Consumer Observatory shows European consumers are concerned about the impact of ultra-processed foods on their health. The study reveals that 65% of European consumers believe ultra-processed foods are unhealthy. Additionally, 67% think these foods contribute to obesity, diabetes, and other lifestyle-related health issues.

Seven out of ten consumers (67%) have a negative view of food containing unknown ingredients. Furthermore, 40% do not trust that ultra-processed foods are sufficiently regulated by authorities to ensure their long-term safety and health. Ultra-processed foods include not just packaged snacks, soft drinks, and sugary cereals, but also ready-made sauces, meals, and plant-based substitutes for animal products, such as vegan cheese. They are categorized as ultra-processed due to ingredients like protein isolates, seed oils, and additives.

Environmental awareness plays a role

Besides health concerns, six out of ten (60%) consumers view ultra-processed foods as harmful to the environment. This is linked to perceptions of unnaturalness, the presence of chemicals, and industrial production.

Confusion over processing levels

Despite pronounced health concerns, consumers continue to purchase processed food. Only half (56%) try to avoid processed foods. The study indicates that a lack of understanding about the extent of processing contributes to this uncertainty. Many are confused about how processed their food actually is. For instance, 61% of consumers identified energy drinks as ultra-processed, but only 34% and 22% correctly identified vegan cheese and chocolate bars, respectively.

Processing concerns deter choice for plant-based alternatives

About a third of European consumers consider plant-based substitutes, such as vegetarian chicken pieces and vegan cheese slices, as ultra-processed. Moreover, these are more likely to be seen as ultra-processed than their animal-based originals. Over half (54%) of European consumers do not eat plant-based substitutes to avoid ultra-processed foods.

Limited willingness and ability to reduce ultra-processed food

Key motivations for eating ultra-processed foods are convenience, price, and taste. Convenience includes simple (or no) preparation, while the price of ultra-processed foods is often seen as lower than whole or minimally processed foods. Many prefer the taste of ultra-processed foods over homemade food. However, most consumers do not see themselves reducing ultra-processed food consumption but hope to balance it with less processed and more homemade foods.

Food sector urged to improve labelling and education

The report ‘Consumer perceptions unwrapped: ultra-processed foods’ offers a series of recommendations to health institutions, manufacturers, and retailers in the food sector:

• Health institutions and scientists should define ultra-processed foods and make more convincing and substantiated statements about their short- and long-term health effects.
• Health institutions should consider how to communicate with and educate consumers about what food processing means, what it can look like, and its effects on health.
• National dietary recommendations should clarify whether plant-based substitutes are ultra-processed foods and the significance of this for their overall health.

The study consisted of a survey of 10,000 consumers from 17 European countries and a subsequent qualitative study.

eitfood.com