Food regimen fads come and go. Low-fat meals had been all the fad within the Nineteen Nineties, however have since fallen out of favour; the low-carb Atkins food plan gained widespread recognition within the early 2000s however is now passé; and even the Palaeolithic Food regimen (Paleo) is previous peak recognition.
The newest well being pattern to return onto the scene is avoiding ultra-processed meals (UPF). Will or not it’s as short-lived as others on the scene, or is shopper concern round ultra-processing right here to remain?
Extremely-processed meals: Greater than a fad?
The reply just isn’t easy. In keeping with market analysis Mintel, which just lately surveyed greater than 1,000 shoppers aged 16 years and over in France, Germany, Italy, Spain, and Poland, UPF concern may very well be linked to age.
Youthful shoppers look like barely extra satisfied that the ‘UPF furore’ is a passing phrase, based on Alice Pilkington, senior international food and drinks analyst at Mintel. Virtually half (49%) of French shoppers aged 16-24 really feel this manner.
These shoppers are likely to have a extra short-term mindset, in search of enjoyable, flavourful experiences, each of which ultra-processed meals provide.
What’s ultra-processed meals?
The most typical definition of ultra-processed meals comes from Nova, which splits stage of processing into 4 teams: from uncooked and minimally processed meals; to processed culinary substances; processed meals; and ultra-processed meals. This final class is an ‘industrial creation’ by definition.
However total, European shoppers consider UPF issues are right here to remain. Solely round one-third consider that UPF merchandise are simply one other wholesome consuming fad.
UPF issues spark cooking from scratch pattern
“With so many alternative and infrequently short-lived well being traits at the moment bouncing round on social media, it might be tempting to suppose that the present UPF furore may also rapidly die down,” Pilkington informed FoodNavigator.
“Nevertheless, that many Europeans don’t suppose it’s simply one other wholesome consuming fad demonstrates the necessity for food and drinks manufacturers to take this critically. Certainly, it might be controversial that the UPF focus marks a watershed second for the business.”
Why are shoppers involved about ultra-processed meals?
Latest analysis has linked ultra-processed meals consumption with poor well being outcomes, together with a greater risk of developing cancer and a higher mortality rate. The World Well being Group (WHO) has additionally raised the alarm, linking ultra-processed meals, alcohol, tobacco, and fossil gas industries to tens of millions of deaths in Europe yearly.
However not all UPF analysis findings are 100% damaging. A examine printed in The Lancet final 12 months concluded that UPF consumption can often be linked to multimorbidity, however not all UPFs: no hyperlink was discovered between multimorbidity and consumption of UPFs together with breakfast cereals, packaged bread, and plant-based options.
As to how the UPF craze is impacting buy behaviour, shoppers say they’re cooking extra at residence relatively than counting on convenience-focused packaged meals.
French and Spanish shoppers are most certainly to be doing this, with 71% and 68% respectively saying they’re considerably rising how a lot they prepare dinner at residence on account of rising UPF issues.
Nevertheless it’s not solely these on the continent spending extra time within the kitchen. Simply over half (54%) of British shoppers say they’re cooking extra from scratch too, which based on Mintel, is prone to pose a ‘vital risk’ on the ready meals sector.
On the subject of UPF, vitamin issues
The survey revealed that on the subject of shopper perceptions of ultra-processed meals, vitamin issues. Many shoppers are prepared to miss the extent of processing if the meals is filled with vitamins.
Round half of Europeans (excluding France) say the vitamins – for instance, protein and nutritional vitamins – in a meals product are extra essential than how closely processed it’s. Virtually three in 5 (57%) Spanish shoppers really feel this manner. Dad and mom, too, share this view.
“Meals that may tick a number of dietary bins for his or her youngsters, despite the fact that they could be extremely processed, provide time-poor dad and mom a shortcut approach to make sure that their youngsters are nonetheless getting what they want,” defined Pilkington.
“Reasonably priced, nutrient-rich meal concepts can assist reassure dad and mom that their youngsters are assembly their dietary wants, while merchandise that contribute to five-a-day fruit and vegetable targets and fibre consumption may also chime.”
Extremely-processed meals confusion persists
Though shoppers seem to have sturdy views about UPF, whether or not they really perceive what ultra-processing means is unlikely.
A 2021 survey carried out by YouGov on behalf of the British Vitamin Basis revealed a lack of knowledge about which meals are included within the ultra-processed class – at the least within the UK.
When requested to pick out ultra-processed meals from a listing, simply eight % chosen canned baked beans, 9 % selected low fats fruit yoghurt, 12% chosen ice cream, 19% pre-packaged sliced bread from a grocery store, 26% ready-made pasta sauces, and 28% breakfast cereals with added sugar.
The survey was designed to catch shoppers out: all merchandise on the listing are categorised as UPF based on the Nova classification system.
In research conducted more recently by innovation and intelligence platform Vypr, half of respondents mentioned they’d heard of the time period ‘ultra-processed meals’, however had been unable to clarify what it meant.
