Brits want the government do more to tackle unhealthy eating by making ultra processed foods easier to spot
Two thirds of Brits want greater government action to help Brits make healthier food choices, by providing clearer guidelines on what is healthy, and what is not. The study, which polled 5,000 adults nationwide alongside 200 dietitians and nutritionists, found that the staggering majority of experts (91%) believe consumers are drowning in mixed nutritional advice.
Shockingly, 88% of health professionals think most Britons haven’t got a clue what Ultra Processed Foods (UPFs) actually are. This knowledge gap is particularly worrying for Gen Z, who turn to TikTok as their main source of health and nutrition advice (19%), despite only 18% of them them trusting the platform.
Meanwhile, while 72% of shoppers believe processed grub is harmful and nearly half (47%) actively avoid UPFs, they look for fortified products. As an example, 45% are more likely to buy foods high in protein or fibre, which require some level of processing.
Danone North Europe is urging policymakers to work with industry, NGOs and health professionals to provide consumers with a clear definition of healthy food to end consumer confusion.
This call comes as research from the company’s inaugural report, Consumed: Nutritional Behaviour Index, reveals widespread uncertainty among consumers about what defines food as ‘healthy’.
James Mayer, president of Danone North Europe, said: “While the NHS 10-year plan rightly places a greater emphasis on the link between good nutrition and better health outcomes, we’re concerned other recent policy proposals including the Government’s proposal to make further changes to the UK’s nutrition classification system may add to consumer confusion.
“Industry has invested heavily in product reformulation – reducing fat, salt, and sugar to offer consumers healthier choices at the checkout. If those same products are suddenly reclassified as ‘unhealthy’, it undermines that effort and sends mixed messages to consumers.
“At Danone, we are committed to providing health through food and are proud that we’ve worked to ensure over 90% of our products are non-HFSS.
“We encourage the Government to work with industry, NGOs and health professionals to ensure current and future policies build on progress, not slow it down it.”
Niamh Brannelly, head of nutrition and science communication, added: “Focusing on the amount of processing, rather than a product’s nutritional value, is creating unnecessary confusion.
“Products enriched with fibre, protein, vitamins, and minerals play an important role in a balanced diet and shouldn’t be categorised as ‘unhealthy’ alongside those high in added fats and sugars.
“By not providing clear and consistent advice grounded in nutritional value, we risk making it harder for consumers to make healthier choices. It is important that we work across industry to deliver policy and advice that makes it easy for consumers to distinguish healthier foods.”