Consumer awareness, perceptions and avoidance of ultra-processed foods: A study of UK adults in 2024

Background: Ultra-processed food (UPF) is currently not included in most countries’ dietary guidance. However, there may be growing public interest and consumer avoidance of UPF due to media reporting of studies on the negative health outcomes associated with UPFs. Methods: We surveyed 2,386 UK adults (M age = 45 years, 50% female) during March-April, 2024. Participants completed measures on awareness of the term UPF, whether UPF status of foods affects their dietary decision making, and confidence in identifying UPFs. Participants categorised a list of 10 foods (5 UPF and 5 non-UPFs) as UPF vs. not, before rating whether information about studies linking UPF to worse health impacts on their negative affect and acts as a deterrent to consuming UPFs. Results: Most participants (73%) were aware of the term UPF and 58% reported that their food choices are determined by whether they believe a food is ultra-processed or not. Participants with the highest income and education levels were most likely to report both being aware of, and, avoiding consuming UPFs. Most participants could not accurately categorise whether foods were UPF. Some sociodemographic groups (e.g., higher education levels) were more likely to accurately categorise UPFs, but were also more likely to incorrectly believe that non-UPFs were UPFs. Participants tended to report UPF-health risk information increases negative affect and acts as a deterrent to consuming UPFs. Conclusions: A large number of UK adults now report avoiding consuming UPFs and this is particularly pronounced among those with the highest education and income levels.