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Reframing ultra-processed foods to improve consumer perceptions

Mounting concerns around ultra-processed foods point to the need for new product development encompassing positive processing techniques, nutrient fortification, and whole-food ingredient inclusion, says a Mintel expert at Fi Europe.

Tessa Wiles, Content Editor

December 2, 2024

5 Min Read
©Steve Burden Photography

Emma Schofield, associate director of global food science at Mintel, a market intelligence agency, spoke at Fi Europe about the opportunities available to food producers looking to improve consumer perceptions around ultra-processed foods (UPFs) while boosting the health credentials of such products.

Schofield acknowledged that “additives are commonplace in food and drink, and this isn’t likely to change anytime soon”. She believes that through new product development (NPD), the industry can shift the narrative around UPFs and align with the changing expectations of consumers.

The key for brands lies in striking a balance between addressing health and processing concerns from consumers, while continuing to create products that deliver the core benefits that ultra-processing provides, such as taste, affordability, convenience, and extended shelf life.

What are ultra-processed foods?

UPFs are part of the NOVA food classification, a system that categorises foods based on their processing levels, from unprocessed or minimally processed on one end of the spectrum, to ultra-processed on the other.

“UPFs are foods almost entirely created of industrial additives or through processing techniques for which there is no domestic or culinary equivalent,” Schofield said. The defining features of UPFs, Schofield explained, include foods that are difficult to make at home, have long ingredient lists containing things like cosmetic additives – flavours, colours, emulsifiers, and sweeteners–, as well as recombined and highly refined ingredients, which make the food extremely energy-dense, palatable, and often not satiating.

Older consumers more sceptical of UPFs than younger generations

Consumer awareness around UPFs varies widely across the globe and age groups. According to Mintel's research, understanding of UPFs is increasing, particularly in Europe.  “Seventy percent of German, and just over 80% of Italian consumers say they try to avoid ultra-processed foods,” Schofield noted.

“One interesting thing about this recent publicity over ultra-processing is that, unlike many healthy eating trends or fads, as some might say, it's actually younger consumers that are more likely to agree that ‘critique regarding ultra processing is another healthy eating fad’,” she said.

Schofield expanded on this, pointing to February 2024 Mintel survey statistics showing that in France almost half of consumers aged 16 to 24 and 25 to 34 agree with the statement that “critique regarding ultra processing is a fad”. In contrast, only a quarter of consumers aged 65-plus agreed.

Schofield argued that this may be because senior consumers did not grow up consuming many ultra-processed or even processed foods, which may encourage them to be more sceptical, compared to younger generations who, more likely, grew up around processed foods.

‘Positive processing’ to shift consumers' understanding of ultra-processed

The increasing trend from consumers for clean-label products has a direct impact on how brands should be developing and marketing their UPF products, Schofield said.

The clean label movement initially focused on the removal of ingredients, such as artificial ingredients and preservatives. However, ideas around what is clean label are constantly evolving.

Schofield explained that, in 2024, the term has expanded to encompass how a product is made, and now includes reductions in the levels of industrial processing. As such, brands looking to position their products as clean label will need to look beyond short ingredient lists and towards processing techniques too.

Processing techniques have a role to play in both clean-label initiatives and consumer perceptions of UPFs. Schofield explained: “There are many processing techniques that consumers very positively relate to. These tend to be the home style, traditional, authentic – less industrial, if you like – techniques.”

As consumers lean toward more natural product attributes, developers of UPFs can utilise more “positive processing” techniques to appeal to consumers. Fermentation is one such technique that has been gaining in popularity due to its ability to positively associate with health benefits, authenticity, and tradition.

Schofield discussed two South Korean product examples taken from Mintel’s Global New Product Database (GNPD): Real 1000+ probiotic slow yoghurt; and Cr Happy Gut crispy organic whole grain cereal. The yoghurt ferments for over 30 hours at a low temperature to enhance nutrient absorption, while the cereal is made from grains germinated for 120 hours, improving digestibility and nutrient uptake.

Nutrient profile of product more important to consumers than the level of processing

One option for brands, Schofield said, is to “put missing nutrients back into ultra-processed foods”.

“Nutrition is very important to consumers, and around half of consumers across Europe are in agreement with the statement that ‘the nutrients in a food product are more important than how heavily processed it is’.”

Schofield pointed to the brand Modern Baker, and how it has successfully reframed the narrative around processing and UPFs through its on-pack messaging. While the bread brand does openly acknowledge that its products are processed, it emphasises the addition of nutrient-rich ingredients like hemp fibre, and wheat germ.

Schofield added that Modern Baker also highlights how the processing technology it employs enables it to avoid the use of artificial additives like chemical dough conditioners. She explained that this type of brand transparency, and positioning of a product as innovative and beneficial, shifts the processing perception from “industrial and artificial” to “health-focused”.

Whole-food qualities to counteract negative perceptions of UPFs

Drawing attention to whole-food attributes of a UPF product, such as structure and texture, alongside the inclusion of minimally processed ingredients can provide a way for brands to promote the healthiness of their products while addressing consumers' UPF concerns.

Attention to ultra processing and the potential disruptions it has to the natural structure, texture, and format of food ingredients open opportunities for greater promotion of ingredients that deliver the texture, [and] structure [...] of whole foods,” Schofield explained.

She suggested using ingredients with the natural food matrix intact to combat concerns about the impact on nutrition and other attributes like “hyper-palatability”.

She used the example of Hari & Co Green lentil patties with courgette and mint, a plant-based meat alternative from France. Schofield highlighted that the formulation includes the addition of 17% courgette and 15% green lentils, helping combat the negative criticism that plant-based meats are heavily processed.  

Read more about:

Fi Europe

About the Author

Tessa Wiles

Content Editor, Informa Markets

Tessa Wiles is a content editor for Ingredients Network, Food Ingredients Global Insights, and Vitafoods Insights. She writes about food and ingredient innovations, product development, R&D, nutraceuticals, consumer trends, and more.

Always looking for industry insights, Tessa invites connections to explore the latest developments in the food and beverage sector.

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