Consumers fear health risks of ultra-processed foods – but lack guidance needed to make healthy choices
- New study of nearly 10,000 consumers across 17 European countries finds the majority of consumers think ultra-processed foods are bad for their health
- Despite these concerns, there is widespread confusion about ultra-processed foods in consumers’ diets
- The ‘Consumer perceptions unwrapped: ultra-processed foods’ report makes a series of recommendations to food authorities, manufacturers and retailers to support consumers to make informed decisions.
“The latest findings from the EIT Food Consumer Observatory demonstrate a clear knowledge gap in how consumers identify, understand and engage with how their food is produced. Giving consumers clearer labelling, guidance and education could help them to better understand and engage with this issue, but it’s also important that concerns over processed food are considered in the wider context of people’s diets and wellbeing. It’s also crucial that we continue to bolster our understanding and agreement of how we classify, evaluate and label foods, so that our advice to consumers is informed by the latest science.”
“Whether it’s a pre-packaged pasta sauce for a quick meal at home, or a fast-food treat meal out with the family, ultra-processed foods are part of the day-to-day fabric of consumer diets across Europe. However, it’s evident from these findings that people have real concerns about the health and sustainability aspects of these foods.”
“As a sector, we need to create an environment which empowers individuals to make informed decisions about their diets, and foster a dialogue that not only educates but also inspires positive choices. That way, we can drive forward a healthier and more sustainable food system for all.”
For more information or interview requests, please contact: consumerobservatory-eitfood@greenhouse.agency
About the study
The quantitative survey was conducted by Ipsos. Participants were 9,787 European food consumers over 18 years old that were evenly split across 17 countries and nationally representative in terms of age, gender and region. The participants took part in the survey between 23 August and 5 September 2023. The countries were: Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Republic of Ireland, Israel, Italy, the Netherlands, Poland, Portugal, Romania, Spain, Switzerland, Turkey, and the UK.
Qualitative data was collected in the Citizen Participation Forum, an online community with around 300 members from 17 countries. 89 members, interested in talking about food and generally well-informed, took part in the study. Participants took part in activities ranging from discussions to polls and questionnaires, photo-challenges and journal entries.
About the Consumer Observatory
The Consumer Observatory, powered by EIT Food, drives food systems transformation by providing consumer insights and guidance for agrifood stakeholders and offering market trend services to enable informed actions and decision-making toward a healthier, more sustainable and resilient future.
Find out more about the Consumer Observatory.
About EIT Food
EIT Food is the world’s largest and most dynamic food innovation community. We accelerate innovation to build a future-fit food system that produces healthy and sustainable food for all.
Supported by the EU, we invest in projects, organisations and individuals that share our goals for a healthy and sustainable food system. We unlock innovation potential in businesses and universities, and create and scale agrifood startups to bring new technologies and products to market. We equip entrepreneurs and professionals with the skills needed to transform the food system and put consumers at the heart of our work, helping build trust by reconnecting them to the origins of their food.
We are one of nine innovation communities established by the European Institute for Innovation & Technology (EIT), an independent EU body set up in 2008 to drive innovation and entrepreneurship across Europe.
Find out more at www.eitfood.eu or follow us via social media: X, Facebook, LinkedIn, YouTube and Instagram.