A recent survey conducted by Opinium for Say Communications has revealed that approximately 31% of UK adults have reduced their consumption of ultra-processed foods (UPFs) over the past year. The survey, which included responses from 2,000 individuals, highlights a growing awareness and cautious approach towards UPFs, which are classified according to the NOVA food classification system.

Despite a majority (79%) of respondents expressing familiarity with the term UPFs, only 27% reported a comprehensive understanding of what these foods entail. Notably, the findings indicated that half of the participants actively seek to avoid UPFs in their diets. Among those over 55 years of age, a significant 35% have made efforts to cut back on these foods. Additionally, women appear to be more conscious of their UPF consumption, with 35% reducing their intake compared to 28% of men.

However, there remains a notable divergence in perceptions regarding the health implications of UPFs. Thirty percent of participants believe that not all ultra-processed foods are necessarily unhealthy, a viewpoint held by 40% of younger adults aged 18-34, contrasted with only 21% of those over the age of 55.

The survey identifies specific types of UPFs that consumers are most likely to exclude from their diets. The leading categories are ready meals, which 45% of respondents have cut down on, followed closely by processed meats at 43%. Other commonly avoided items include soft drinks (37%), fast food (35%), crisps and packaged savoury snacks (29%), sugary breakfast cereals (28%), sweets and chocolate bars (26%), and flavoured yoghurts or dessert pots (20%).

Lucy Upton, a specialist paediatric dietitian, addressed the complexity surrounding UPFs, stating, “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.”

Stefania Rucci, the Managing Director at Say Communications, emphasised the importance of transparency in the food industry. She noted that, “The NOVA UPF classification 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.”

These findings reflect a shift in dietary habits among UK adults, showcasing both a response to health consciousness and the complexities surrounding the classification and understanding of ultra-processed foods.