A recent spot poll conducted with the Swift Insight panel reveals the majority of shoppers claim they'd be unlikely to buy ultra-processed foods (UPFs) if they had more budget and time. Conversely, another recent study by Swift highlighted that an everyday staple with a less processed recipe would strongly encourage purchase.
Not everyone has heard of UPFs and even those that have, jump to conclusions. They often repeat terms they've heard in the media. There's a strong link to pre-packaged convenience foods, sometimes described as 'junk foods'. 2 in 5 are unclear what ultra processed foods are and even then it gets murky.
There's a belief that natural ingredients are being made 'unnatural' and are being added to with a long list of ingredients. 'Processed' food brands that have a simpler ingredient list could showcase this to overcome these perceptions. Unsurprisingly, products that are frozen or quick to prepare are more likely to be seen as UPFs.
| | Artificial and chemical additives | Highly processed | Loss of Freshness, less natural | Pre-packaged and Convenient | Low Nutritional value |
| Common terms | Artificial, chemicals, preservatives, colours, sweeteners, emulsifiers, flavourings | Processed, manufacturing, industrial, altered, modified, numerous processes | Not natural, not fresh, changed from original state, non-organic | Pre-packaged, ready-to-eat, convenience, long shelf life | Nutritional value extracted,unhealthy, high in fat/sugar/salt, empty calories, bad for health |
| Examples | Ice cream, sausages, processed meats, ready meals, energy drinks | Chicken nuggets, ham, hot dogs, tinned foods, sauces | Bread, biscuits, frozen meals, cheese slices, chicken nuggets | Ready meals, frozen pizza, microwave foods, pre-packaged snacks | Sweets, chips, fizzy drinks, processed cheese and meats |
Popular brands like Walkers, Birds Eye, McCain and Heinz are more likely to be considered as UPFs. Ultra-processed foods were viewed as something unnatural despite their convenience. It is estimated that 57% of the foods we consume are ultra-processed whilst the majority believe it to be much lower.
Brands are almost more synonymous with being 'processed' vs the category itself. We see big differences in perception even within a category. We tested a number of brands and sub-brands within a category to see which had the strongest associations with being UPFs. In cereal we could see 'Frosties' as a brand has negative connotations in both cereal and bar formats. Cornflakes is seen as a more singular ingredient and a 'purer', less processed product. Whereas brands like Crunchy Nut cornflakes and Nutri Grain are seen as much less processed overall, despite the reality being quite different. Brand has a key role to play for shoppers in navigating what is a product that is closer to nature, perception vs reality look to be two different things when it comes to UPFs.
Shoppers likely overstate the impact that more time and budget would have on their purchase of UPFs, however there is a chance that as finances improve in the UK, that we see those brands associated with being processed being impacted. Brands will need a strategy to tackle this based on competitor brands and category norms.
Key takeaways
- Shoppers claim they would buy less if they could. Whilst overstated, brands need to be prepared
- UPFs are seen as 'unnatural', featuring long lists of ingredients including preservatives
- There is an education gap. There is a risk that 'UPFs' could be spun by the media
- Brand is just as important as category when defining if something is ultra-processed
- Brands should focus on communicating a small number of ingredients / purity on pack when possible
- A strategy to reassure consumers will need to be tailored to the category and the brands within it
If you'd like the full presentation or would like to chat further, please drop us a line at anthony.carter@swift-research.co.uk
