Study finds many UK adults want to avoid ultra-processed foods but can’t clearly define them

Many UK adults say they want to cut down on highly processed food, but this study shows confusion, cost, convenience and mixed messages are still standing in the way.

Study: Understandings of ultra-processed foods among adults with responsibility for household food activities in the United Kingdom: a qualitative study. Image credit: nau2018 / Shutterstock

In a recent study published in the journal BMC Global and Public Healthresearchers conducted a qualitative survey to explore perceptions of ultra-processed foods (UPF) in the United Kingdom (UK). The study used thematic analysis of data from 30 adults in the UK with primary household responsibilities.

Results showed that while study participants generally viewed UPFs as artificial and potentially unhealthy, they could not easily understand the Nova classification system or identify classification boundaries. Therefore, the study suggested that policy and environmental changes are likely to contribute to reducing population-level UPF uptake nationwide, particularly alongside or beyond education-only approaches.

UPF Literacy and Nova Classification background

Recent reports show that highly processed foods (UPF) now account for more than 50% of the average daily energy intake of citizens in the United Kingdom (UK). The Nova classification system defines UPFs as industrially modified food products designed primarily for palatability, convenience, and commercial profitability, and further cites a growing body of epidemiological evidence linking UPF consumption to increased prevalence of noncommunicable diseases (NCDs).

Despite extensive global public health campaigns to educate consumers about the downsides of consuming UPF, previous quantitative research identifies significant literacy gaps in its practical application: 73% of UK adults are familiar with the term “UPF”, but only 13% can correctly categorize foods. Specifically, participants in previous surveys correctly identified only 54% of UPF food items, highlighting persistent “perception-knowledge” gaps.

In addition, public health reports from the European Union (EU) indicate that 41% of European consumers view UPFs as more convenient than fresh or minimally processed alternatives, exacerbating these perception-knowledge gaps and resulting in an environment conducive to suboptimal nutritional outcomes at the population level.

Consequently, the researchers hypothesize that understanding how household “gatekeepers” navigate these choices is critical to developing just food policies. Unfortunately, previous studies have provided limited insight into this understanding.

UK UPF interview study design

The present study aimed to address these knowledge gaps and inform future UK food policy by conducting 30 semi-structured qualitative interviews (duration = 60 minutes) between July and October 2024. Study participants were recruited via social media and screened to ensure they had primary responsibility for household food activities, particularly food purchase decisions.

Cohort summary statistics of the final sample of participants revealed that they were predominantly female (73%; age = 20–72 years) and had the highest educational level (63%).

The study’s methodological framework included a reflexive thematic analysis, in which the researchers used inductive reasoning to interpret patterns across the sample data set. To enhance the rigor and credibility of the analysis, the study included three public contributors (“Public Participation and Engagement [PIE] group”) in inductive interpretation methodology.

Study interviews included a structured photo-sorting activity in which participants were asked to categorize images of various foods across the Nova classification spectrum, thereby allowing reviewers to observe individual-level heuristics and clarify cohort-level misconceptions.

Issues in Public Understanding and UPF Decisions

The study’s analysis identified five interrelated themes that characterize the public’s relationship with UPFs: 1. Understanding UPF, 2. Influences on understanding, 3. Decision-making around UPFs, 4. Barriers and enablers to reduce UPF consumption, and 5. Possible solutions.

Participants were found to view food processing as a continuum rather than discrete categories. While UPFs such as potato chips and soda were easily identified as highly processed, “borderline” foods such as yogurt and plant-based meat alternatives were observed to confuse participants.

Additionally, while 6 participants revealed that they were unaware of the term “overprocessed food” prior to the study interview, the remaining 24 were observed to rely on shortcuts (eg, long ingredient lists or the presence of unidentifiable chemical additives such as emulsifiers) to help differentiate between “processed” (Novarault) (Novarault) foods.

Notably, while participants largely viewed industry-sponsored messages with skepticism, they sometimes found personal testimonies from social media influencers relevant or helpful.

Similarly, negative perceptions of UPFs do not always translate into behavioral changes among participants, possibly due to cost, convenience, taste, and family practices.

Policy and communication implications for UPF reduction

The findings of this study suggest that the relative complexity of the Nova framework may limit its usefulness as a stand-alone public message, particularly if it is not translated into clear and practical guidance. The authors suggest that while the Nova classification system is a powerful metric to inform experts in defining the functional boundaries of the food product spectrum, the UPFs may work better as a policy structure used to guide systemic change.

Additionally, while education was a popular suggested solution among participants, the authors stress that “consumer awareness alone is unlikely to bring about meaningful change” if minimally processed options remain less affordable or accessible.

Specifically, the study was limited by the underrepresentation of individuals with lower levels of formal education and those from black communities, highlighting the need for future research to quantify these perceptions in broader demographics to support the development of communication tools and policies to improve nutrition and reduce UPF intake.