Appinio Research · 21.08.2024 · 15min read
As more research is done into the effects of ultra processed foods; it seems there’s a new cancer-causing and life-shortening ingredient hiding in yet another of our favourite foods announced each week.
What impact is new research into the effects of ultra processed foods having on consumer's sentiment and shopping behaviour? Let's find out.
As part of the UK Government’s “Eat Well Guide”, the Food Standards Agency published new findings around the correlation between the consumption of ultra processed foods and poorer health. Certainly, there are negative health impacts linked to ultra processed foods.
But in an economic climate where the average cost of groceries has increased 18% year-on-year, the affordability of ultra processed foods is an important upside, especially for those struggling to keep up with increasing food costs.
It’s no wonder that concern and debate about the place of ultra processed food in our diet is at an all-time high.
We asked 1,000 UK respondents why they purchase Ultra Processed Foods and about their awareness of some of the issues surrounding the topic. Let’s explore consumer sentiment towards Ultra Processed Foods in the UK. To see the data, visit our interactive Board.
What does the science say?
First, let’s start with what science says is the definition of Ultra Processed Food;
Ultra-processed foods typically have more than one ingredient that you never or rarely find in a kitchen. They also tend to include many additives [...]. These foods generally have a long shelf life and are made on mass in industrial kitchens.
When you look at the ingredients list on the back of ultra processed foods this tends to be a combination of unrecognisable e-numbers, additives, food colourings and chemicals.
Some foods and ingredients are easily recognisable as ultra processed; like MSG or the suspicious “cheese flavouring” instead of actual cheese. However, other ultra processed foods aren’t as obviously identifiable and also happen to be some of the nation’s favourites like bacon, sausages, baked beans, crisps and cereals.
In 2019 the most commonly consumed ultra processed foods in the UK were; factory made bread, ready meals, breakfast cereals, sausages / reconstituted meats and confectionary.
(BBC)
The common factor is that they’re all recipes you couldn’t easily re-create at home and are made industrially by FMCG companies.
What are the health impacts of ultra processed foods?
The scientific research into the impacts of ultra processed food in ongoing and dietary research is complicated due to a lack of long term controlled test groups. Therefore, not all sources agree on the exact impact of ultra processed foods on our health, however there is a consensus that ultra processed foods have a negative impact.
Current scientific research suggests there is a link between high ultra processed food consumption and the following health conditions;
- Obesity
- Type 2 diabetes
- Cardiovascular disease
- Dementia and Alzheimer's
- Poor mental health
- Various cancers
- Reduced fertility
To give you an idea of the scale of this problem, some estimates indicate that 57% of the average adult’s calorie consumption is from Ultra Processed Foods. Concerningly, this figure is as high as 65% of the average child’s calorie consumption. The UK is also known to have the highest rate of ultra-processed food consumption in Europe.
The impacts of Ultra Processed Food consumption are widespread, but how widespread is awareness of the problem amongst the British public?
Want to dig into the data? Help yourself! Follow the link to “The Ultra Processed Reality: Food Habits in the UK”.
What does the British public say?
Appinio’s data highlights British consumers' reliance on ultra processed food.
- 28% of people buy ultra processed foods at least once a week.
- 29% buy ultra processed foods multiple times a week.
The majority of people have a high frequency of purchase, and this trend is higher amongst men and younger demographics.
- 32% of men reported buying ultra processed foods several times a week, compared to 24% of women.
- 42% of 25-34 year olds reported purchasing ultra processed foods several times a week, followed by 34% of 18-24 year olds. This is significantly higher than 19% of 45-54 year olds.
Overall, this suggests a somewhat concerning trend that younger demographics have normalised buying ultra processed foods in high frequency - it's likely ultra processed foods contribute a larger part of younger demographics diets and there's a higher level of reliance on ultra processed foods.
The largest proportion of people said they would neither increase nor decrease the amount they buy ultra processed foods over the next three months (42%). However, groups that already have a high dependency on ultra processed foods are also the most likely to increase their rate of consumption.
In fact, 40% of 18-24 year olds and 42% of 25-34 year olds reported increasing rates of consumption.
Generally, British consumers are happy with the current level of ultra processed food in their diets, albeit younger demographics in particular are set to rely more on ultra processed food.
Why are some people buying more ultra processed foods?
Nearly one quarter of people said they’re increasing the amount of ultra processed food they buy, why is that?
Between January 2022 and April 2024 the price of the average food shopping basket increased 25%, estimates suggest 44% of UK households are experiencing some level of food poverty. This means many people aren’t eating as well as they used to, with many cutting back spending on fruit and vegetables.
60% of people reported cutting the amount of fruit they buy and 44% are purchasing fewer vegetables.
However, despite the apparent strain on our pockets and pantries, cost isn’t the key reason why people are buying more ultra processed foods. This suggests consumers have lower price sensitivity when it comes to ultra processed foods.
“It’s affordable (cheaper than whole foods and fresh foods)” actually ranked 4th as the most important reason for buying ultra processed foods. In all likelihood, this is because whilst ultra processed foods are cheaper in general, their prices are also increasing, although at a lower rate.
Ultra processed foods increased by $0.14 per 100 calories, compared to $0.41 increase per 100 calories on unprocessed foods.
(Characterising Ultra Processed Foods by Energy Density, Nutrient Density and Cost)
The main reason consumers seek to buy more ultra processed foods is convenience (64%) followed by easier storage (50%) and longer shelf life (49%).
Interestingly, younger demographics have a much stronger taste preference for ultra processed foods than their older counterparts.
31% of 18-24 year olds and 42% of 25-34 year olds stated that taste preference was the reason why they increased their purchase of ultra processed foods. The average excluding these age groups is 13%.
As established earlier in this blog, younger demographics reported a higher rate of purchase for ultra processed foods. This coupled with a strong taste preference for ultra processed foods could show the addictive qualities of these foods and how accustomed younger demographics are to their flavour profiles.
Because ultra processed foods are often high in salt, high in sugar and have flavour enhancers, they’re commonly associated with binge-eating disorders and qualify as an addictive substance by scientific standards. Again pointing to a worrying pattern of normalisation and over-dependency increasing amongst younger consumers.
(Ultra Processed Food Addiction)
Why are some people buying less ultra processed foods?
Roughly one third of people reported wanting to decrease how often they buy ultra processed foods. The increase of news articles on the topic and publication of books like Ultra Processed People, which was a New York Times bestseller in 2023, is having an impact on the public’s perception.
In fact, in Appinio’s study, “I’m worried about the negative health impacts” was the joint most common reason for cutting ultra processed foods alongside “I prefer fresh food” (46%).
41% of people cutting ultra processed food consumption said they were “more aware / concerned about additives and preservatives” and 40% said they’re “eating healthier”.
The fact health related factors consistently rank high amongst the options given suggests that an awareness of the negative health impacts is a major reason to cut consumption. However, some of the motivation is simply behavioural, i.e. that people have a preference for raw ingredients.
Much lower on the list are;
- "The quality is bad" (24%)
- “I’ve cut my overall food budget, so buy less generally” (23%)
- “I’m trying to reduce waste and be more environmentally friendly” (19%)
- “They’re too expensive” (19%)
Pricing ranks relatively low as a reason to cut ultra processed food consumption, indicating that budget cuts and the Cost of Living generally impacts ultra processed foods less than other food groups.
However, for 25-34 year olds cutting their ultra processed food consumption, cutting food budgets and finding ultra processed foods too expensive were much stronger motivators.
Overall, health concerns are a major reason why people want to cut ultra processed food consumption - but how aware are the public about the health impacts of high ultra processed food consumption?
Are the public aware of the issues caused by ultra processed foods?
24% of people rate themselves as being fully aware about the health and environmental impacts of ultra processed foods and 35% of people rate themselves as somewhat aware. Therefore, the majority of people feel they have some degree of awareness.
On average, 15% of people rated themselves as fully unaware or somewhat unaware.
Overall awareness is high across all demographics. However, it's interesting to note 25-34 year olds rated themselves as having the highest awareness about the environmental and health impacts caused by ultra processed foods (42% fully aware) but this doesn't deter them from purchasing high volumes of ultra processed foods as established above.
Somewhat surprisingly, when awareness of health and environmental impacts is cross tabulated with increase/decrease in purchase volume, there's a positive correlation. As awareness of negative impacts increases, so does the volume of purchase.
This indicates that people who buy ultra processed foods make informed purchase decisions or they’re aware of the impacts and simply don’t care.
There is a high level of concern about weight gain & increased risk of obesity and cancer as 78% of people said they were concerned or somewhat concerned about both of these impacts.
Worse animal welfare (75%) and plastic pollution from excess packaging (74%) cause similar amounts of concern. Diabetes (72%) and environmental impacts caused by large scale production (71%) are the impacts people are least concerned about - however, there are still high levels of concern about these impacts.
Overall, people are concerned about the environmental and health impacts of ultra processed foods - with slightly more concern about health impacts.
If you’d like to learn more about consumer attitudes towards ultra processed foods and what can be done to help consumers make healthier choices; visit our board.
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