Ultra-processed food: what do the Dutch really think?

Ultra-processed food has been under scrutiny for some time, mainly due to potential negative health effects. But what do Dutch consumers really think about it? A recent study by Wageningen Food & Biobased Research and HAS Green Academy, involving 463 people, shows mixed opinions, with most consumers taking a neutral stance. Eleven of them were further interviewed, providing some interesting insights.

The study reveals that 51% of respondents have a neutral attitude towards ultra-processed food, while 26% are negative and 23% are positive. Consumers working in the food industry, such as chefs or nutritionists, tend to have a more positive view of ultra-processed food. This suggests that more knowledge about nutrition leads to a more favourable perspective. Yet, 70% of all respondents still believe that ultra-processed food is harmful to health. Interestingly, even when people hold a negative opinion, it doesn’t always affect their shopping choices.

Diverse associations

When Dutch consumers think of ultra-processed food, words like "additives," "artificial," and "not fresh" often come to mind. Those with a negative view mainly associate it with unhealthiness and artificiality, while the positive group appreciates the convenience, safety, and longer shelf life. This division highlights how consumers’ opinions on the same product can vary, often based on their knowledge of food and nutrition.

More information about ultra-processed food

Although many people link ultra-processed food with negative health impacts, 60% of respondents say they would like more information on the subject. Those with a negative view in particular seek clear and accessible information, preferably from a reliable, central source. Most consumers feel that the current information is scattered and unclear, making it difficult to make well-informed decisions.

View the research