A qualitative exploration of young consumer attitudes towards the consumption of ultra processed foods (UPFs)

A qualitative exploration of young consumer attitudes towards the consumption of ultra processed foods (UPFs) | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article A qualitative exploration of young consumer attitudes towards the consumption of ultra processed foods (UPFs) Lydia Shannon, Amanda Avery This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-6448214/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Background : Ultra processed foods (UPFs) are widely considered to have negative health impacts, particularly associated with non-communicable diseases (NCDs) such as obesity, type 2 diabetes, and cardiovascular disease. However, their consumption continues to rise globally, driven by convenience, affordability, and extensive marketing. This study aims to understand young consumers' knowledge and perceptions of ultra processed foods (UPFs), identify factors influencing their attitudes and dietary behaviours, and assess the impact of health awareness on UPF consumption. Methods : Qualitative data was gathered through semi-structured focus group interviews involving a sample of 11 university students, aged 18–25 years, of mixed gender, studying non-nutrition-related degrees. Data was analysed according to the principles of content analysis and followed an iterative approach. Results: The findings indicate that while many participants demonstrated a solid understanding of UPFs and their connection with high-fat, salt, and sugar (HFSS) content, these foods were still a significant part of their diets. Key factors driving UPF consumption included affordability, convenience, and emotional satisfaction, demonstrating the disconnect between nutritional awareness and practical dietary choices. The research also highlights the role of marketing and media in shaping perceptions, with misleading information often creating confusion around the healthiness and categorisation of certain UPFs. Conclusions: The results highlight the need for marketing strategies that enhance the availability and affordability of whole, nutritious foods for young adults. Findings also stress the importance of public health initiatives that simplify the identification of UPFs. Further research is required to examine diverse consumer groups and refine interventions aimed at reducing UPF consumption while promoting healthier, balanced diets. UPFs consumers attitudes qualitative nutrition Introduction Ultra-processed foods (UPFs) are typically defined in the scientific literature using the NOVA classification system. According to this system UPFs sit in group 4 and are referred to as “formulations of ingredients, mostly of exclusive industrial use, typically created by series of industrial techniques and processes” ( 1 ). There are several distinct characteristics of UPFs that set them apart from unprocessed, and minimally processed foods. UPFs undergo extensive industrial processing involving refining, the addition of additives, and shaping designed to increase the palatability and appearance of products. They are also modified to optimise shelf life and be highly convenient for consumers ( 1 ). Examples include carbonated soft drinks, packaged snacks, spreads, sauces, ready to eat-products, reconstituted meats, meat substitutes, and some breakfast cereals. The mounting evidence on global UPF consumption shows a significant increasing trend, with estimates suggesting that UPFs contribute up to 50–60% of total energy intake ( 2 ). Variations in consumption patterns are seen across different age groups and countries ( 3 ). Higher-income nations such as the United States ( 4 ), the United Kingdom ( 5 ), Canada ( 6 ), and Australia ( 7 ) have higher levels of intake. Of particular concern is the situation in the UK, where UPF consumption, especially among low-income households, is notably high and data suggests that school pack lunches may comprise up to 80% of UPFs ( 8 ). A recent time trend analysis within the UK revealed consistent high UPF intakes across all social groups, yet disparities were evident, with the most deprived groups exhibiting the highest consumption rates. Households with annual incomes below £50,000 showed a 9% higher UPF intake compared to those earning over £100,000 annually ( 9 ). Non-communicable diseases (NCDs) represent a significant global public health challenge and remain the leading cause of mortality ( 10 ). According to the World Health Organisation up to 74% of total annual deaths are due to NCDs (WHO, 2023). Some of the main NCDs include cardiovascular diseases, respiratory diseases, type 2 diabetes, obesity, and some cancers ( 11 ). NCDs are most prevalent in populations with a low socioeconomic status ( 12 ), particularly in low- and middle-income countries accounting for over 75% of deaths (31.4 million ( 11 ). The development of NCDs is associated with various risk factors including an unhealthy diet specifically high in saturated fat and salt and low in fibre, characteristics often associated with UPFs ( 13 ). The growing evidence on the vital role of diet in preventing and managing NCDs ( 14 ) highlights the importance of understanding how dietary habits contribute to the rising prevalence of these conditions. A recent umbrella review was conducted which reported consistent adverse health outcomes relating to mortality, cancer, mental, respiratory, cardiovascular, gastrointestinal, and metabolic health associated with greater exposure to UPFs. This review indicated that, UPF intake had the strongest association with cardiovascular disease, with a risk ratio of 1.50 (95% confidence interval) ( 15 ). The global surge in UPF consumption is driven by a complex interplay of economic, social, and political factors, influencing individuals' food choices and dietary habits ( 16 ). Recent studies suggest that corporate strategies, such as cost-cutting measures, enable UPFs to be offered at competitive prices, often promoted as affordable options, especially appealing to budget-conscious consumers ( 17 ). These affordable options are often heavily marketed, with targeted advertising campaigns designed to influence specific demographics, such as children and young adults. Leveraging diverse platforms, these commercial marketing efforts significantly drive consumer demand and normalise UPF consumption ( 16 ). Convenience is a critical factor driving UPF consumption. The ready to eat nature of these products appeals to individuals with limited time for meal preparation, making them a practical solution for busy lifestyles ( 18 ). Their extended shelf life enhances their appeal, offering consumers the flexibility to store and consume these foods as needed without the risk of spoilage ( 1 ). While much of the existing literature emphasises the negative health impacts of UPFs, they also offer potential benefits beyond their cost-effectiveness, practicality, and palatability. For example, UPFs can provide essential micronutrients such as vitamin D, thiamine, niacin, folate, iron and calcium to diets ( 19 ). Their extended shelf life, allowing UPFs to be stored for longer periods, could potentially help minimise food waste ( 20 ). This is relevant in the UK, where households waste an estimated £500 worth of avoidable food annually ( 21 ). These factors need to be considered in the broader context of dietary choices and public health. Young adults play a critical role in understanding UPF consumption patterns, as they are at a transitional stage of dietary independence, often establishing habits that persist into later life ( 22 ). They also report significantly higher UPF intake, consuming approximately 12% more than older adults ( 9 ). Young adults are particularly susceptible to digital marketing, with UPF advertisements shaping their purchasing decisions ( 23 ). Exposure to such advertisements often triggers impulsive or compulsive consumption, with adolescents linking screen time to increased intake of these products ( 24 ). Addressing the unique challenges and behaviours of this group is essential for understanding future UPF consumption, which may have lasting effects into adulthood, and yet we currently know very little about how young adults perceive UPFs. The aim of this qualitative research was to investigate young adult consumer perceptions of UPFs focusing on the key drivers that influence their consumption, such as taste, convenience, and affordability. It also explores how marketing and advertising strategies shape attitudes and purchasing behaviours, while assessing the extent of consumer awareness regarding the nutritional content and health implications of UPFs. By understanding these factors, this research aims to provide valuable new insights that can inform the development of targeted public health interventions and marketing strategies to promote healthier dietary choices. Methods Study design A qualitative research design was used to conduct this study, which comprised of semi-structured focus group interviews. Qualitative research allows the how and whys of participants behaviour, perceptions, and experiences to be discovered ( 25 ). This enabled an exploration of young consumers attitudes towards ultra-processed foods, gathering an in depth and extensive understanding on this topic. Semi-structured focus group interviews are deemed appropriate to gather participants opinions openly within a group setting ( 26 ). Focus group interviews allow participants to interact and discuss their shared experiences, building upon each other’s contributions through “piggybacking” ( 27 ). Recruitment Participants were recruited voluntarily via email which was sent to University of Nottingham students studying on the Sutton Bonnington campus. The email invited participants to join a group discussion about UPFs in exchange for a £10 Amazon voucher. Attached to the email was the participant information sheet, providing details about the study (supplementary material 1). This was a single email which was circulated not to spam students in compliance with the University policy. Interested participants that met the inclusion criteria were then briefed on the research aims and those still interested provided informed consent with signed consent forms, of which they retained a copy. The study adhered to the principles set out in the Declaration of Helsinki with ethical approval received from the School of Biosciences Research Ethics Committee: (SBREC202425010FEO). Participants A total of 11 participants were recruited forming 2 focus groups consisting of between 5–6 participants. Participants were contacted to check their availability to attend the focus group discussions. All participants were between the ages of 18–25 years, of mixed genders, English speaking and students studying a non-food related degree. The decision to exclude students studying a food related degree from the sample was made in recognition of potential bias from extensive knowledge around the research topic. Data collection Data collection took place in October 2024 with the focus group interviews lasting between 46–53 minutes. These interviews were conducted via Microsoft Teams for convenience and to increase the availability of participants. A semi structured interview guide with a set of open-ended questions was developed to stimulate discussion amongst participants (supplementary material 2). The questions focused on investigating consumers perceptions and beliefs about UPFs, their decision process when purchasing and consuming UPFs, and the factors which influence consumers to opt for UPFs. The use of open-ended questions allowed for participants to share their individual experiences, perceptions, and attitudes towards UPFs. Each focus group interview was audio/video recorded using Microsoft Teams and transcribed, after which all recordings were destroyed. Data analysis The analysis of the data collected through the study was informed by the principles of content analysis, a qualitative research method that involves identifying patterns within the data to draw meaningful conclusions ( 28 ). Initially, the transcriptions from the meetings conducted on Microsoft Teams were downloaded and thoroughly reviewed. To ensure accuracy, the recordings were relistened to, and any errors in the automated transcriptions were amended. This careful verification was critical to maintaining the reliability of the subsequent analysis. Once accurate transcriptions were finalised, the data analysis process began with an initial reading aimed at identifying broad themes. This stage provided a foundation for understanding the overarching patterns present in the data. Following this, an iterative procedure was used to refine these themes, systematically grouping the data into categories. The iterative procedure is a systematic and reflective process that involves continuous interaction with the data, allowing the researcher to connect emerging findings and adapt their analytical approach to uncover deeper insights and improve accuracy ( 29 ). The coding process was guided by a deductive approach. This involved categorising data under predefined themes, while remaining open to discovering new themes that emerged organically throughout the process. This flexibility ensured that the analysis remained responsive to the complexities of the data. The data and themes were independently reviewed by the second researcher with consultation to agree on final themes. Data management and coding were facilitated using NVivo 15, which provided robust tools for organising, analysing, and visualising qualitative data. By leveraging NVivo, the coding process was streamlined, and the iterative refinement of themes was systematically documented. The study adhered to the Consolidated Criteria for Reporting Qualitative Research (COREQ) guidelines to enhance the transparency and credibility of its findings. Results The findings are presented across the key focus areas of the study, organised into main themes and sub-themes. These reflect participants' perceptions, behaviours, and drivers of UPF consumption. Table 1 provides an overview of the themes and sub-themes with brief descriptions. Table 1 Summary of themes and sub-themes covered by the study Themes and Subthemes Description 1. Understanding of UPFs Participants knowledge on what UPFs are. 1a. Characteristics 1b. Examples 2. Influences on perception of UPFs Factors which have an impact on how participants viewed UPFs. 2a. Media and marketing 2b. Family and upbringing 3. Drivers of UPF consumption Reasons participants included UPFs within their diets. 3a. Convenience 3b. Affordability 3c. Situational factors 4. Perceived healthiness of UPFs Participants views on the effects of UPFs on health and their role within the diet. 3a. Emotional effects 3b. Physical effects 3d. Balance 1. Understanding of UPFs Participants' interpretations of the term ultra-processed foods (UPFs) revealed two key themes: their defining characteristics and specific examples. While there was a consensus among participants that UPFs are typically unhealthy, some identified exceptions that challenged this perception. Discussions centred on the key features of UPFs and notable examples, reflecting the complexity of participants’ understanding. 1a) Characteristics Participants frequently described UPFs based on their nutrient content, often characterising them as foods high in sugar, salt, and fat. The presence of artificial ingredients and additives, such as preservatives, emulsifiers, and colourings, was also frequently mentioned: “High in sugar or really high in salt or like stuff that has like a lot of oil I find is the main things that come to mind.” (Participant 1, Focus group 1) “Foods that have loads of artificial ingredients in like chemicals and things” (Participant 10, Focus group 2). Additionally, UPFs were recognised for their long shelf life and their artificially enhanced taste. The production and manufacturing processes were also highlighted as defining features of UPFs. Several participants associated UPFs with being made using unnatural methods or containing ingredients far removed from their natural state: “It has been completely modified from its natural components. And also, it has been manufactured in such a way that it would taste better.” (Participant 5, Focus group 1) “I would say extremely long shelf life. Foods like canned foods or foods that don't expire too quickly or don't get mould quickly are quite processed because of the preservatives and additives.” (Participant 8, Focus group 2) Some participants highlighted how common UPFs are and noted that it is difficult to avoid them in today’s diets: “Almost everything that's more than one ingredient combined is ultra processed.” (Participant 3, Focus group 1) “They're completely unavoidable” (Participant 1, Focus group 1) 1b) Examples Participants provided a variety of examples to illustrate their understanding of UPFs, common examples included burgers, fizzy drinks, crisps, frozen meals, and chocolate. Frequently mentioned was fast food, snacks, and ready-made meals: “I kind of straight away think of sort of fast-food chains.” (Participant 2, Focus group 1) “I would also say like fast food like KFC, McDonald's, Domino's but also how Tesco have those ready-made frozen foods or even how the Co-op sells ready-made frozen food that you warm in a microwave.” (Participant 8, Focus group 2) However, participants recognised certain processed items, such as Quorn and protein-enriched products, as healthier exceptions: “I think in general ultra processed foods I associate with being unhealthy. But there are some like Quorn is obviously quite processed, but I associate that with like being healthy. Even though it's completely like unnatural, I still think it's healthy.” (Participant 10, Focus Group 2) “Protein increased kind of foods either yoghurts or the something.” (Participant 9, Focus group 2) 2. Influences on Perception of UPFs Participants’ perceptions of UPFs were shaped by external and social factors, with two key subthemes emerging: media and marketing, and family and upbringing. These influences contributed to their understanding and attitudes toward UPFs, often reinforcing specific biases or consumption patterns. 2a) Media and Marketing Media and marketing strategies were frequently cited as key influences on participants' perceptions of UPFs, often shaping their understanding of food healthiness in misleading ways. Advertising strategies, social media trends, and product packaging were identified as significant factors in this process. Many participants pointed to the role of celebrities and social media influencers in promoting products, noting that their endorsements often create the impression that these products are healthier than they actually are: “When like Prime hydration came out, Logan, Paul and KSI's collaboration, we assume that, you know, it would be somewhat healthy because it's associated with sports brands, but then a lot of the studies came out and showed how unhealthy it was. So, I think that whoever influences and markets the product plays a big role.” (Participant 8, Focus Group 2) The prevalence of conflicting information on social media was also a common concern, with participants feeling uncertain about what to believe: “It's just basically up to your social media's algorithm which one of those videos you're going to see first, and then that kind of forms your opinion for you. And I just feel like with all the conflicting research, it’s hard to know what’s true.” (Participant 6, Focus Group 2) Participants observed that advertisements for UPFs are common, though some felt they were exposed more to ads for healthier products or tended to ignore food advertisements altogether: “A lot of the advertisements for food that most people see on a day-to-day basis or within shops, they're all UPFs. So, I feel like the majority of food advertisements are pushing these ultra-processed foods, and most people don't even realize it because that's what they've always eaten.” (Participant 3, Focus Group 1) “I don't tend to get much advertisement for like UPFs and things like that, on my social media.” (Participant 2, Focus Group 1) Packaging design was another influential factor, with participants associating certain colours and materials with healthiness or naturalness: “I feel like in terms of packaging, I associate green with healthy and natural. But I feel like if I was to pick up like a bright screaming red package, I’d start to think that, yeah, it was probably worse for me.” (Participant 6, Focus Group 2) 2b) Family and Upbringing Family habits and early dietary experiences were key influences on participants’ perceptions of UPFs. For some, growing up in households with limited processed foods led to a lasting wariness of these products, associating them with unhealthy eating habits: “For me, it was mainly like my family. We had a mainly grain or vegetable-based diet and wouldn’t bring in sugary or overly fatty foods or eat fast food often. Eventually, it became a habit.” (Participant 4, Focus Group 1) A few participants also noted how financial constraints during their upbringing shaped their dietary choices. While their families prioritised healthier, organic foods, when possible, participants on a tighter budget later gravitated toward cheaper UPFs: “Ultra-processed foods are obviously cheaper. At home, my mum bought organic, healthy food, but when I went to uni, I had a tight budget, so I ended up buying more UPFs instead of healthier options.” (Participant 2, Focus Group 1) Cultural background also played a role, with international participants pointing out differences in the prevalence and perception of UPFs in their home countries: “I’m an international student from Kenya, and it’s been harder to adjust to processed foods here because they’re not very common back home.” (Participant 8, Focus Group 2) 3. Drivers of consumption Participants reported varying frequencies of UPF consumption, ranging from daily use to occasional consumption once or twice a month. Despite being aware of potential health consequences, UPFs were a regular part of many participants’ diets due to their practicality. Three main themes emerged as key drivers of UPF consumption: convenience, affordability, and situational factors, all of which highlighted how UPFs cater to participants’ lifestyles. 3a) Convenience Convenience was identified as the most significant driver of UPF consumption, emerging as a dominant theme in participants’ discussions. The accessibility and quick preparation of UPFs made them a practical choice for individuals navigating busy schedules, low energy levels, or limited cooking facilities: “Yeah, I just say more like timewise for me, like if I’m rushing and I don’t have time to cook or if I don’t have time to shop, that’s when I’ll go to a takeaway or just get something easy.” (Participant 7, Focus Group 2) The minimal effort required to prepare UPFs was highlighted as a significant advantage. Quick-to-make options provided participants with an efficient way to eat without dedicating substantial time to cooking: “So those quick and easy meals which we just like, pop it in the microwave or like boil pasta or like noodles and just like mix the ready to eat sauce, the ready-made sauce. You just mix it so it's faster, easier.” (Participant 5, Focus group 1) University life was frequently mentioned as a context where convenience drove reliance on UPFs. Limited kitchen facilities, intense academic schedules, and a lack of cooking experience increased participants’ dependency on processed foods: “I feel like for a lot of people and students that's hard to cook a complete meal from scratch using single ingredients, so I feel like as a society we've kind of just. As a whole, we really rely on the convenience and that we don't have to source everything from its original form.” (Participant 3, Focus group 1) “Like they got rid of all the mini fridges in halls this year. So like I can't keep cheese or whatever to like, make my own lunches. So basically I end up just like buying, buying lunch from like one of the uni shops or whatever. And I would guess that like those kind of pre made sandwiches are ultra processed.” (Participant 11, Focus Group 2) 3b) Affordability Affordability was also consistently identified as a major driver of UPF consumption. Participants highlighted how the lower cost of UPFs, particularly compared to fresh or organic alternatives, made them an appealing choice, especially for those experiencing financial constraints such as student budgets or the rising cost of living: “I was just gonna say in response to how I think it's changed recently, is sort of the cost of living. Because sort of ultra-processed foods are obviously cheaper to buy. So, when I was at home, my mum would be buying sort of the organic healthy things. But when I went to uni, it’s a tight budget. So yeah, you kind of direct more down the path of buying UPFs instead of like organic healthier foods.” (Participant 2, Focus Group 1) “One big thing is like, I mean, all of us are on a student budget. Price wise, it's just like so convenient. I find myself like there are things in the shop that I know are really good for my diet, like buying stuff like, you know, some fresh chicken or some fresh meat or something. And I just can't buy it because it's so expensive.” (Participant 1, Focus Group 1) Participants also noted the influence of promotional offers, particularly for students, which made UPFs even more accessible: “I would say that it has increased coming to university because companies have a lot of offers for uni students in terms of like vouchers for discounts on fast food as well as convenience stores having more processed foods than natural foods because it’s cheaper.” (Participant 8, Focus Group 2) 3c) Situational factors Situational factors emerged as another key driver of UPF consumption. Participants described how specific contexts, such as social gatherings, time constraints, and particular cravings, influenced their reliance on UPFs. These situations often made UPFs the most practical or appealing choice, despite participants' general awareness of their potential health impacts. Social events and celebrations were commonly mentioned as occasions when participants consumed UPFs: “Normally I'd just have takeaways either for a birthday or like if the girls are coming round kind of thing, like just whatever's easier.” (Participant 7, Focus Group 2) “Definitely like maybe the day after, like a night out, I would go for it, like, want convenience or for like someone's birthday or ... a celebration or like proper event type thing.” (Participant 6, Focus Group 2) Treating oneself with processed snacks and confectionary was another situational driver of UPF consumption. These foods were often used as small rewards or sources of comfort during stressful or busy periods: “I also do like to treat myself to either like a couple of biscuits a day or, you know, those little Mr. Kipling cakes. I absolutely love them. And I know that they're so bad for me, but it just ... I feel like treating myself after finishing my work is worth the cost.” (Participant 7, Focus Group 1) 4. Perceived healthiness of UPFs Three key subthemes emerged from their discussions: physical impacts, emotional and mental impacts, and balance justification. Participants discussed the effects of UPF consumption on their health and wellbeing, emphasising both physical and mental impacts while highlighting the importance of balance and moderation. While health concerns often led to limiting UPF consumption, many participants felt that UPFs could be part of a balanced diet when consumed in moderation. 4a) Physical effects Participants frequently discussed the physical health impacts of UPF consumption, expressing both concerns about negative effects and recognition of specific benefits in certain contexts. Concerns about long-term health risks were commonly highlighted, with participants linking UPFs to complications such as obesity, diabetes, high blood pressure, and poor immune function: “I was thinking diabetes because I kind of associate ultra-processed food with like having high fat and sugar content.” (Participant 10, Focus Group 2) “Your immune system might get affected because not getting the right nutrients.” (Participant 4, Focus Group 1) Some participants discussed the immediate effects of consuming UPFs: “When I eat too much processed food, I can feel myself get sluggish, more like mentally and more physically and feel a bit more unhealthy.” (Participant 1, Focus Group 1) “I also feel like it seems to affect my skin, like whenever I eat anything that’s kind of really greasy and gross, it kind of comes out on my skin. So, I know it’s not just affecting my mental health, it’s affecting my physical health in a way.” (Participant 7, Focus Group 2) Despite these concerns, participants acknowledged that UPFs can play a beneficial role in meeting specific dietary needs. For example, calorie-dense UPFs were considered helpful for individuals requiring higher energy intake or for those with restricted dietary habits: “Having the UPFs can be really useful for some people who find it more difficult to eat large quantities of food, because having the UPFs means that you can get more calorie-rich foods in, make them more dense and smaller so it feels like people are eating a smaller amount of food.” (Participant 3, Focus Group 1) “It can be like good for diet because people have different dietary needs, like for instance I have a friend who has like really high metabolism and he can't survive off the dietary lifestyle that I have because it's just not enough for him.” (Participant 4, Focus group 1) 4b) Mental and emotional impacts Participants frequently highlighted the emotional and mental effects of UPF consumption, describing both positive and negative experiences. Many participants described the emotional satisfaction UPFs offered, particularly as a source of short term happiness or comfort: “People enjoy chocolate and sweets and want to enjoy them and eat them.” (Participant 1, Focus Group 1) “I think very short term you’d have like a positive impact because like when you’re eating a cake, obviously it tastes nice. So, then you feel good or if, like you’re having a rubbish day, you eat loads of chocolate and you feel better.” (Participant 10, Focus Group 2) Participants also considered the negative emotional impacts of UPF consumption, including feelings of guilt and regret, with some highlighting concerns about addictive tendencies: “I always tend to feel worse after I’ve eaten, like, kind of greasy stuff.” (Participant 11, Focus Group 2) “I didn't like, feel my best. Like I felt like a bit unhealthy, a bit grim.” (Participant 6. Focus group 2) “When you start having too many of them, it gets harder and harder to stop having them, and that’s when it can become really sort of unhealthy.” (Participant 2, Focus Group 1) “One negative is that if your UFP consumption is slightly higher because of how addictive some of the ingredients are within them and how much your body craves them.” (Participant 3, Focus group 1) 4c) Balance Many participants acknowledged the potential harm of excessive consumption of UPFs but stressed that incorporating UPFs in moderation, with attention on frequency could support a healthy and sustainable dietary approach. Participants also highlighted the role of balance in adopting a positive relationship with food: “A perfect balance is extremely important, and excess use of ultra-processed food is definitely harmful for the body. But if you consume it in a way that it is safe and not over the top, it’s completely fine.” (Participant 5, Focus Group 1) “It's eating them in moderation and making sure you have a healthy relationship with them means that you can eat them in a healthy way and not have too much of them and also maintain a good relationship with food.” (Participant 1, Focus Group 1) Participants also argued that not all UPFs should be judged equally, as their health impacts can vary significantly depending on the product: “ I think it’s like on a case-by-case basis that you can make ultra-processed foods that are healthy.” (Participant 9, Focus Group 2) “I could say that in moderation, all of ultra processed foods can be seen as healthy but also depends the source of the ultra-processed foods.” (Participant 8, Focus group 2) Discussion The purpose of this study was to explore consumers perceptions, attitudes, and behaviours associated with UPF consumption. Specifically, it sought to understand how young adults navigate the consumption of UPFs considering their health awareness and the broader socio-economic and situational factors that influence dietary choices. The findings uncovered a multifaceted relationship that showed four main themes: understanding of UPFs, influences on perception of UPFs, drivers of UPF consumption, and perceived healthiness of UPFs. Understanding of UPFs Participants demonstrated a comprehensive understanding of UPFs and their nutritional content, commonly associating them with high levels of fat, salt, and sugar. Many participants also acknowledged that UPFs have been modified from their natural form through a series of industrial processes. Key characteristics of UPFs highlighted by participants included long shelf life and enhanced taste, attributes often linked with the inclusion of preservatives and artificial additives. These perceptions align closely with existing definitions of UPFs such as the NOVA classification which emphasises the highly processed nature of UPFs and their artificial composition ( 1 ). By identifying these features, participants showcased a clear awareness of the distinctive attributes that set UPFs apart from less processed foods. Participants largely classified UPFs as unhealthy, frequently linking them to items like fast food, ready meals, chocolate, crisps, and fizzy drinks. However, exceptions such as protein shakes and Quorn were perceived as healthier alternatives despite their processed nature, reflecting a more nuanced understanding of UPFs. These findings are consistent with previous work where it was observed that not all UPFs are universally categorised as unhealthy by consumers ( 30 ), highlighting the variability in healthiness perceptions. Many participants also described difficulty in avoiding and distinguishing UPFs, underscoring the pervasive presence of these foods in modern diets. This challenge aligns with recent findings ( 31 ), where only 39% of older respondents reported confidence in identifying UPFs. This variability in perception highlights the complexity of categorising UPFs. Influences on perception of UPFs Participants identified media, marketing, and family as key factors shaping their perceptions of UPFs. Social media trends and influencer endorsements often created misleading impressions of healthiness, as seen with products like Prime Hydration. Brands strategically use celebrity endorsements, particularly by athletes, to enhance their image and market products often leading to consumers to perceive these products as healthier ( 32 ). Research also suggests that misinformation online can pose risks to consumers dietary behaviour with 52% of young people using these platforms to seek health related advice ( 33 ). Family habits and cultural backgrounds also shaped participants’ attitudes toward UPFs. Those from households that focussed on whole, minimally processed foods showed greater caution, demonstrating how early dietary habits influence later food perceptions. International participants contrasted their traditional diets, typically less reliant on UPFs, with the heavily processed food environment in the UK. Monteiro et al. (2019), who documented the global shift away from traditional diets as UPFs become more widely available ( 1 ). Drivers of UPF consumption Participants reported varying frequencies of UPF consumption, but several consistent factors shaped their dietary choices. Convenience emerged as the primary facilitator, particularly for those experiencing time constraints. Many participants recognised UPFs as unhealthy and preferred fresh, home-cooked meals but found these impractical among busy university schedules. This aligns with previous findings ( 18 ), which highlighted reliance on UPFs as a time-saving solution in high-pressure environments. Affordability was another significant influence, with participants citing the rising cost of living and the expense of fresh, whole foods as barriers to healthier eating. Students on tight budgets often opted for cost-effective processed options like UPFs, emphasising how economic pressures prioritise affordability over nutrition. Cost, as a major determinant of food choices among university students, has been acknowledged ( 34 ). Additionally, the university environment itself facilitated UPF consumption, with participants noting the availability of promotional offers and inexpensive on-campus options targeting students. Social contexts further influenced UPF consumption patterns. Participants reported consuming more UPFs during social events, special occasions, or as a form of reward. This mirrors findings which have linked increased UPF consumption to social gatherings in Indonesia ( 35 ). Collectively, these results highlight how practical, economic, and social factors intertwine to drive UPF consumption. Perceived healthiness of UPFs Participants in this study largely viewed UPFs as unhealthy, citing associations with chronic health risks such as obesity, diabetes, and cardiovascular diseases. These concerns align with established literature linking UPFs to long-term health complications due to their high levels of sugar, salt, and saturated fats ( 1 ). Participants also expressed concerns about the immediate physical effects of UPFs, such as feeling sluggish or experiencing skin problems, further reinforcing their cautious approach to these foods. Despite these negative perceptions, participants in the present study recognised the potential role of certain UPFs in meeting dietary needs, particularly for individuals with specific energy requirements or dietary restrictions. The emotional impacts of UPFs played a significant role in shaping participants’ perceptions. While many described the comfort and satisfaction these foods offered, such positive feelings were frequently followed by guilt or regret. Participants also expressed concerns about the addictive qualities of UPFs, noting their tendency to trigger cravings. This observation aligns with recent research estimating that approximately 14% of adults and 15% of youths worldwide exhibit signs of UPF addiction, driven by the high levels of artificially rewarding ingredients, such as added sugars and fats, that stimulate the brain’s reward pathways ( 36 ). Participants often emphasised the importance of balance and moderation, suggesting that UPFs could be part of a healthy diet when paired with whole, minimally processed foods. This idea aligns with the UK’s dietary guidelines ( 37 ), which advise against consuming excessive amounts of high-fat, salt, and sugar (HFSS) foods, a category that includes many UPFs like crisps, pastries and cakes. However, not all UPFs are created equal. For instance, the UK Eatwell Guide includes UPFs such as baked beans and wholegrain breakfast cereals, which are not HFSS and can provide nutritional value. This highlights that UPFs can have a place in a balanced diet when consumed thoughtfully, reflecting the nuanced role these foods can play in modern eating habits. Limitations While this study provides valuable insights into perceptions and behaviours surrounding UPF consumption, several limitations must be considered. The use of focus groups and self-reported data may have introduced social desirability bias, with participants potentially underreporting their consumption of UPFs or framing their dietary choices in a more favourable light. Additionally, the researchers’ own subconscious biases in interpreting the data may have influenced the analysis and findings and hence the importance of the data and themes being independently reviewed. The sample size, though sufficient for qualitative research, limits the generalisability of the findings, as the experiences and attitudes captured may not fully represent broader populations or demographic groups outside university settings. Participants were university students who may have higher health literacy compared to the general population, which could result in a greater awareness of UPFs and their health implications. Their unique lifestyle factors, including time constraints, academic pressures, and budget limitations, may also distort findings, making them less applicable to other demographic groups. Conclusion This study explored ‘young adults' perceptions and behaviours regarding UPF consumption, revealing the influence of health awareness, socio-economic factors, and situational contexts. Participants generally saw UPFs as unhealthy but acknowledged their practicality, affordability, and role in meeting specific dietary needs. Influences like media, marketing, family, and social contexts shaped their perceptions, aligning with existing research on the economic and emotional factors driving UPF consumption. Despite concerns, young adults believed that moderate UPF consumption, when balanced with whole foods, could be part of a healthy diet. These findings highlight the need for interventions addressing the affordability of healthier alternatives and promoting media literacy. Future research should involve diverse populations and use both qualitative and quantitative approaches to better understand UPF consumption and its health impacts. Declarations Ethics: The study received ethical approval from the University of Nottingham, School of Biosciences Research Ethics Committee: (SBREC202425010FEO) and the study conducted in compliance with the declaration of Helsinki principles. All participants provided informed consent before taking part in the focus groups. Consent for publication : Participants consented for the findings to be submitted for publication. Both authors have read the manuscript before submission. Availability of data : The datasets used and/or analysed during the current study are available from the corresponding author on reasonable request. Competing interest: Neither author have any conflicts of interest in the work submitted. Funding: The study received a small amount of funding from the School of Biosciences to enable focus group participants to receive a small voucher in receipt of their time. Author contributions: AA & LS developed the study proposal and sought ethical approval. LS led the focus groups and data analysis with AA independently reviewing the data and both LS & AA consulting on the final themes. LS led the draft manuscript writing with AA making modifications before final submission References Monteiro CA, Cannon G, Lawrence M, Costa Louzada MD, Pereira Machado P. 2019. Ultra-processed foods, diet quality, and health using the NOVA classification system. Rome: FAO , 48 . Scrinis G, Monteiro C. From ultra-processed foods to ultra-processed dietary patterns. Nat Food. 2022;3:671–3. https://doi.org/10.1038/s43016-022-00599-4 . Kelly B, Jacoby E. Public Health Nutrition special issue on ultra-processed foods. Public Health Nutr. 2018;21(1):1–4. 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Dolui M, Sarkar S, Ghosh P, Hossain M. Dietary diversity and association with non-communicable diseases (NCDs) among adult men (15–54 years): A cross-sectional study using National Family and Health Survey, India. PLOS Global Public Health. 2023;3(4):e0001775. Lane MM, Gamage E, Du S, Ashtree DN, McGuinness AJ, Gauci S, Baker P, Lawrence M, Rebholz CM, Srour B, Touvier M. 2024. Ultra-processed food exposure and adverse health outcomes: umbrella review of epidemiological meta-analyses. BMJ , 384 . Baker P, Machado P, Santos T, Sievert K, Backholer K, Hadjikakou M, Russell C, Huse O, Bell C, Scrinis G, Worsley A. Ultra-processed foods and the nutrition transition: Global, regional and national trends, food systems transformations and political economy drivers. Obes Rev. 2020;21(12):e13126. Wood B, Williams O, Baker P, Sacks G. Behind the ‘creative destruction’of human diets: An analysis of the structure and market dynamics of the ultra-processed food manufacturing industry and implications for public health. J Agrarian Change. 2023;23(4):811–43. Almeida LB, Scagliusi FB, Duran AC, Jaime PC. Barriers to and facilitators of ultra-processed food consumption: perceptions of Brazilian adults. Public Health Nutr. 2018;21(1):68–76. Slimani N, Deharveng G, Southgate DAT, Biessy C, Chajès V, Van Bakel MME, et al. Contribution of highly industrially processed foods to the nutrient intakes and patterns of middle-aged populations in the European Prospective Investigation into Cancer and Nutrition study. Eur J Clin Nutr. 2009;63(4):S206–25. Valicente VM, Peng CH, Pacheco KN, Lin L, Kielb EI, Dawoodani E, Abdollahi A, Mattes RD. Ultraprocessed foods and obesity risk: a critical review of reported mechanisms. Adv Nutr. 2023;14(4):718–38. Jeswani HK, Figueroa-Torres G, Azapagic A. The extent of food waste generation in the UK and its environmental impacts. Sustainable Prod Consum. 2021;26:532–47. Boone-Heinonen J, Gordon-Larsen P, Kiefe CI, Shikany JM, Lewis CE, Popkin BM. Fast Food Restaurants and Food Stores: Longitudinal Associations With Diet in Young to Middle-aged Adults: The CARDIA Study. Arch Intern Med. 2011;171(13):1162–70. 10.1001/archinternmed.2011.283 . Fernandes J. 2024. ‘Advertising b y age: Platforms and content that influence consumer behaviour’. Advertising by age: Platforms and content that influence consumer behaviour accessed April 2025 . Rodríguez-Barniol M, Pujol-Busquets G, Bach-Faig A. Screen Time Use and Ultra-Processed Food Consumption in Adolescents: A Focus Group Qualitative Study. J Acad Nutr Diet. 2024;124(10):1336–46. 10.1016/j.jand.2024.04.015 . Epub 2024 Apr 30. PMID: 38697354. Tenny S, Brannan JM, Brannan GD, Qualitative Study. [Updated 2022 Sep 18]. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2025 Jan. Available from: https://www.ncbi.nlm.nih.gov/books/NBK470395/ Jamshed S. Qualitative research method-interviewing and observation. J Basic Clin Pharm. 2014;5(4):87–8. 10.4103/0976-0105.141942 . PMID: 25316987; PMCID: PMC4194943. Leung FH, Savithiri R. Spotlight on focus groups. Can Fam Physician. 2009;55(2):218–9. PMID: 19221085; PMCID: PMC2642503. Hsieh HF, Shannon SE. Three approaches to qualitative content analysis. Qual Health Res. 2005;15(9):1277-88. 10.1177/1049732305276687 . PMID: 16204405. Johnson JL, Adkins D, Chauvin S. A Review of the Quality Indicators of Rigor in Qualitative Research. Am J Pharm Educ. 2020;84(1):7120. 10.5688/ajpe7120 . PMID: 32292186; PMCID: PMC7055404. Machín L, Antúnez L, Curutchet MR, Ares G. The heuristics that guide healthiness perception of ultra-processed foods: a qualitative exploration. Public Health Nutr. 2020;23(16):2932–40. Robinson E, Cummings JR, Gough T, Jones A, Evans R. 2024. Consumer awareness, perceptions and avoidance of ultra-processed foods: A study of UK adults in 2024. Foods , 13 (15), p.2317.iscussions. BMC Public Health , 14 , pp.1–12. Miquel Vidal M, Castellano-Tejedor C. Identification of Marketing Strategies Influencing Consumers’ Perception of Healthy Food Products and Triggering Purchasing Decisions. Businesses. 2022;2(4):410–22. Tang H, Spreckley M, Van Sluijs E, Ahern AL, Smith AD. The impact of social media interventions on eating behaviours and diet in adolescents and young adults: a mixed methods systematic review protocol. BMJ open. 2024;14(4):e083465. Tam R, Yassa B, Parker H, O'Connor H, Allman-Farinelli M. University students' on-campus food purchasing behaviors, preferences, and opinions on food availability. Nutrition. 2017;37:7–13. Colozza D. A qualitative exploration of ultra-processed foods consumption and eating out behaviours in an Indonesian urban food environment. Nutr Health. 2022;30(3):613–23. LaFata EM, Allison KC, Audrain-McGovern J, Forman EM. 2024. Ultra-Processed Food Addiction: A Research Update. Curr Obes Rep, pp.1–10. Public Health England. (2016). The Eatwell Guide . [online] Gov.uk. Available at: https://www.gov.uk/government/publications/the-eatwell-guide.‌ Additional Declarations No competing interests reported. Supplementary Files Supplementaryfile1.docx Supplementaryfile2.docx Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-6448214","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":452433190,"identity":"8b3b4e71-d92a-4c91-87a5-8c9e6c7da96a","order_by":0,"name":"Lydia Shannon","email":"","orcid":"","institution":"University of Nottingham","correspondingAuthor":false,"prefix":"","firstName":"Lydia","middleName":"","lastName":"Shannon","suffix":""},{"id":452433192,"identity":"85ccc4da-60a3-4b5e-b131-b003af9388bd","order_by":1,"name":"Amanda Avery","email":"data:image/png;base64,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","orcid":"","institution":"University of Nottingham","correspondingAuthor":true,"prefix":"","firstName":"Amanda","middleName":"","lastName":"Avery","suffix":""}],"badges":[],"createdAt":"2025-04-14 17:23:14","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-6448214/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-6448214/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":87254021,"identity":"2e1dbff0-ebc5-42ae-ae93-42ac376004a5","added_by":"auto","created_at":"2025-07-22 05:32:38","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":747184,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-6448214/v1/e4c9035d-3574-401a-95cc-00bbfad6f470.pdf"},{"id":82173074,"identity":"dee56b2c-c5b1-406c-9879-5ba2a85272de","added_by":"auto","created_at":"2025-05-07 10:28:37","extension":"docx","order_by":0,"title":"","display":"","copyAsset":false,"role":"supplement","size":23284,"visible":true,"origin":"","legend":"","description":"","filename":"Supplementaryfile1.docx","url":"https://assets-eu.researchsquare.com/files/rs-6448214/v1/f58a576e423a245dadf27b92.docx"},{"id":82173072,"identity":"c94a67b5-3fc8-424b-b978-854e951976b9","added_by":"auto","created_at":"2025-05-07 10:28:37","extension":"docx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":14081,"visible":true,"origin":"","legend":"","description":"","filename":"Supplementaryfile2.docx","url":"https://assets-eu.researchsquare.com/files/rs-6448214/v1/874915b762a8dd835d65d9f9.docx"}],"financialInterests":"No competing interests reported.","formattedTitle":"A qualitative exploration of young consumer attitudes towards the consumption of ultra processed foods (UPFs)","fulltext":[{"header":"Introduction","content":"\u003cp\u003eUltra-processed foods (UPFs) are typically defined in the scientific literature using the NOVA classification system. According to this system UPFs sit in group 4 and are referred to as \u0026ldquo;formulations of ingredients, mostly of exclusive industrial use, typically created by series of industrial techniques and processes\u0026rdquo; (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e). There are several distinct characteristics of UPFs that set them apart from unprocessed, and minimally processed foods. UPFs undergo extensive industrial processing involving refining, the addition of additives, and shaping designed to increase the palatability and appearance of products. They are also modified to optimise shelf life and be highly convenient for consumers (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e). Examples include carbonated soft drinks, packaged snacks, spreads, sauces, ready to eat-products, reconstituted meats, meat substitutes, and some breakfast cereals.\u003c/p\u003e \u003cp\u003eThe mounting evidence on global UPF consumption shows a significant increasing trend, with estimates suggesting that UPFs contribute up to 50\u0026ndash;60% of total energy intake (\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2\u003c/span\u003e). Variations in consumption patterns are seen across different age groups and countries (\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e3\u003c/span\u003e). Higher-income nations such as the United States (\u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e4\u003c/span\u003e), the United Kingdom (\u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e5\u003c/span\u003e), Canada (\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e6\u003c/span\u003e), and Australia (\u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e7\u003c/span\u003e) have higher levels of intake. Of particular concern is the situation in the UK, where UPF consumption, especially among low-income households, is notably high and data suggests that school pack lunches may comprise up to 80% of UPFs (\u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e8\u003c/span\u003e). A recent time trend analysis within the UK revealed consistent high UPF intakes across all social groups, yet disparities were evident, with the most deprived groups exhibiting the highest consumption rates. Households with annual incomes below \u0026pound;50,000 showed a 9% higher UPF intake compared to those earning over \u0026pound;100,000 annually (\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eNon-communicable diseases (NCDs) represent a significant global public health challenge and remain the leading cause of mortality (\u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e10\u003c/span\u003e). According to the World Health Organisation up to 74% of total annual deaths are due to NCDs (WHO, 2023). Some of the main NCDs include cardiovascular diseases, respiratory diseases, type 2 diabetes, obesity, and some cancers (\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e). NCDs are most prevalent in populations with a low socioeconomic status (\u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e12\u003c/span\u003e), particularly in low- and middle-income countries accounting for over 75% of deaths (31.4\u0026nbsp;million (\u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e11\u003c/span\u003e). The development of NCDs is associated with various risk factors including an unhealthy diet specifically high in saturated fat and salt and low in fibre, characteristics often associated with UPFs (\u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e13\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe growing evidence on the vital role of diet in preventing and managing NCDs (\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e14\u003c/span\u003e) highlights the importance of understanding how dietary habits contribute to the rising prevalence of these conditions. A recent umbrella review was conducted which reported consistent adverse health outcomes relating to mortality, cancer, mental, respiratory, cardiovascular, gastrointestinal, and metabolic health associated with greater exposure to UPFs. This review indicated that, UPF intake had the strongest association with cardiovascular disease, with a risk ratio of 1.50 (95% confidence interval) (\u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e15\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe global surge in UPF consumption is driven by a complex interplay of economic, social, and political factors, influencing individuals' food choices and dietary habits (\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e16\u003c/span\u003e). Recent studies suggest that corporate strategies, such as cost-cutting measures, enable UPFs to be offered at competitive prices, often promoted as affordable options, especially appealing to budget-conscious consumers (\u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e17\u003c/span\u003e). These affordable options are often heavily marketed, with targeted advertising campaigns designed to influence specific demographics, such as children and young adults. Leveraging diverse platforms, these commercial marketing efforts significantly drive consumer demand and normalise UPF consumption (\u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e16\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eConvenience is a critical factor driving UPF consumption. The ready to eat nature of these products appeals to individuals with limited time for meal preparation, making them a practical solution for busy lifestyles (\u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e18\u003c/span\u003e). Their extended shelf life enhances their appeal, offering consumers the flexibility to store and consume these foods as needed without the risk of spoilage (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eWhile much of the existing literature emphasises the negative health impacts of UPFs, they also offer potential benefits beyond their cost-effectiveness, practicality, and palatability. For example, UPFs can provide essential micronutrients such as vitamin D, thiamine, niacin, folate, iron and calcium to diets (\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e19\u003c/span\u003e). Their extended shelf life, allowing UPFs to be stored for longer periods, could potentially help minimise food waste (\u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e20\u003c/span\u003e). This is relevant in the UK, where households waste an estimated \u0026pound;500 worth of avoidable food annually (\u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e21\u003c/span\u003e). These factors need to be considered in the broader context of dietary choices and public health.\u003c/p\u003e \u003cp\u003eYoung adults play a critical role in understanding UPF consumption patterns, as they are at a transitional stage of dietary independence, often establishing habits that persist into later life (\u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e22\u003c/span\u003e). They also report significantly higher UPF intake, consuming approximately 12% more than older adults (\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e9\u003c/span\u003e). Young adults are particularly susceptible to digital marketing, with UPF advertisements shaping their purchasing decisions (\u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e23\u003c/span\u003e). Exposure to such advertisements often triggers impulsive or compulsive consumption, with adolescents linking screen time to increased intake of these products (\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e24\u003c/span\u003e). Addressing the unique challenges and behaviours of this group is essential for understanding future UPF consumption, which may have lasting effects into adulthood, and yet we currently know very little about how young adults perceive UPFs.\u003c/p\u003e \u003cp\u003eThe aim of this qualitative research was to investigate young adult consumer perceptions of UPFs focusing on the key drivers that influence their consumption, such as taste, convenience, and affordability. It also explores how marketing and advertising strategies shape attitudes and purchasing behaviours, while assessing the extent of consumer awareness regarding the nutritional content and health implications of UPFs. By understanding these factors, this research aims to provide valuable new insights that can inform the development of targeted public health interventions and marketing strategies to promote healthier dietary choices.\u003c/p\u003e"},{"header":"Methods","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003eStudy design\u003c/h2\u003e \u003cp\u003eA qualitative research design was used to conduct this study, which comprised of semi-structured focus group interviews. Qualitative research allows the how and whys of participants behaviour, perceptions, and experiences to be discovered (\u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e25\u003c/span\u003e). This enabled an exploration of young consumers attitudes towards ultra-processed foods, gathering an in depth and extensive understanding on this topic. Semi-structured focus group interviews are deemed appropriate to gather participants opinions openly within a group setting (\u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e26\u003c/span\u003e). Focus group interviews allow participants to interact and discuss their shared experiences, building upon each other\u0026rsquo;s contributions through \u0026ldquo;piggybacking\u0026rdquo; (\u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e27\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e\n\u003ch3\u003eRecruitment\u003c/h3\u003e\n\u003cp\u003eParticipants were recruited voluntarily via email which was sent to University of Nottingham students studying on the Sutton Bonnington campus. The email invited participants to join a group discussion about UPFs in exchange for a \u0026pound;10 Amazon voucher. Attached to the email was the participant information sheet, providing details about the study (supplementary material 1). This was a single email which was circulated not to spam students in compliance with the University policy. Interested participants that met the inclusion criteria were then briefed on the research aims and those still interested provided informed consent with signed consent forms, of which they retained a copy. The study adhered to the principles set out in the Declaration of Helsinki with ethical approval received from the School of Biosciences Research Ethics Committee: (SBREC202425010FEO).\u003c/p\u003e\n\u003ch3\u003eParticipants\u003c/h3\u003e\n\u003cp\u003eA total of 11 participants were recruited forming 2 focus groups consisting of between 5\u0026ndash;6 participants. Participants were contacted to check their availability to attend the focus group discussions. All participants were between the ages of 18\u0026ndash;25 years, of mixed genders, English speaking and students studying a non-food related degree. The decision to exclude students studying a food related degree from the sample was made in recognition of potential bias from extensive knowledge around the research topic.\u003c/p\u003e\n\u003ch3\u003eData collection\u003c/h3\u003e\n\u003cp\u003eData collection took place in October 2024 with the focus group interviews lasting between 46\u0026ndash;53 minutes. These interviews were conducted via Microsoft Teams for convenience and to increase the availability of participants. A semi structured interview guide with a set of open-ended questions was developed to stimulate discussion amongst participants (supplementary material 2). The questions focused on investigating consumers perceptions and beliefs about UPFs, their decision process when purchasing and consuming UPFs, and the factors which influence consumers to opt for UPFs. The use of open-ended questions allowed for participants to share their individual experiences, perceptions, and attitudes towards UPFs. Each focus group interview was audio/video recorded using Microsoft Teams and transcribed, after which all recordings were destroyed.\u003c/p\u003e \u003cdiv id=\"Sec7\" class=\"Section2\"\u003e \u003ch2\u003eData analysis\u003c/h2\u003e \u003cp\u003eThe analysis of the data collected through the study was informed by the principles of content analysis, a qualitative research method that involves identifying patterns within the data to draw meaningful conclusions (\u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e28\u003c/span\u003e). Initially, the transcriptions from the meetings conducted on Microsoft Teams were downloaded and thoroughly reviewed. To ensure accuracy, the recordings were relistened to, and any errors in the automated transcriptions were amended. This careful verification was critical to maintaining the reliability of the subsequent analysis.\u003c/p\u003e \u003cp\u003eOnce accurate transcriptions were finalised, the data analysis process began with an initial reading aimed at identifying broad themes. This stage provided a foundation for understanding the overarching patterns present in the data. Following this, an iterative procedure was used to refine these themes, systematically grouping the data into categories. The iterative procedure is a systematic and reflective process that involves continuous interaction with the data, allowing the researcher to connect emerging findings and adapt their analytical approach to uncover deeper insights and improve accuracy (\u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e29\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe coding process was guided by a deductive approach. This involved categorising data under predefined themes, while remaining open to discovering new themes that emerged organically throughout the process. This flexibility ensured that the analysis remained responsive to the complexities of the data. The data and themes were independently reviewed by the second researcher with consultation to agree on final themes.\u003c/p\u003e \u003cp\u003e Data management and coding were facilitated using NVivo 15, which provided robust tools for organising, analysing, and visualising qualitative data. By leveraging NVivo, the coding process was streamlined, and the iterative refinement of themes was systematically documented. The study adhered to the Consolidated Criteria for Reporting Qualitative Research (COREQ) guidelines to enhance the transparency and credibility of its findings.\u003c/p\u003e \u003c/div\u003e"},{"header":"Results","content":"\u003cp\u003eThe findings are presented across the key focus areas of the study, organised into main themes and sub-themes. These reflect participants' perceptions, behaviours, and drivers of UPF consumption. Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e provides an overview of the themes and sub-themes with brief descriptions.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eSummary of themes and sub-themes covered by the study\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"2\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eThemes and Subthemes\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDescription\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e1. \u003cb\u003eUnderstanding of UPFs\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eParticipants knowledge on what UPFs are.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e1a. Characteristics\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e1b. Examples\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e2. \u003cb\u003eInfluences on perception of UPFs\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eFactors which have an impact on how participants viewed UPFs.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e2a. Media and marketing\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e2b. Family and upbringing\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3. \u003cb\u003eDrivers of UPF consumption\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eReasons participants included UPFs within their diets.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3a. Convenience\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3b. Affordability\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3c. Situational factors\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e4. \u003cb\u003ePerceived healthiness of UPFs\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eParticipants views on the effects of UPFs on health and their role within the diet.\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3a. Emotional effects\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3b. Physical effects\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e3d. Balance\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e\n\u003ch3\u003e1. Understanding of UPFs\u003c/h3\u003e\n\u003cp\u003eParticipants' interpretations of the term ultra-processed foods (UPFs) revealed two key themes: their defining characteristics and specific examples. While there was a consensus among participants that UPFs are typically unhealthy, some identified exceptions that challenged this perception. Discussions centred on the key features of UPFs and notable examples, reflecting the complexity of participants\u0026rsquo; understanding.\u003c/p\u003e\n\u003ch3\u003e1a) Characteristics\u003c/h3\u003e\n\u003cp\u003eParticipants frequently described UPFs based on their nutrient content, often characterising them as foods high in sugar, salt, and fat. The presence of artificial ingredients and additives, such as preservatives, emulsifiers, and colourings, was also frequently mentioned:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;High in sugar or really high in salt or like stuff that has like a lot of oil I find is the main things that come to mind.\u0026rdquo; (Participant 1, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e\u003cem\u003e \u0026ldquo;Foods that have loads of artificial ingredients in like chemicals and things\u0026rdquo; (Participant 10, Focus group 2).\u003c/em\u003e\u003c/p\u003e \u003cp\u003eAdditionally, UPFs were recognised for their long shelf life and their artificially enhanced taste. The production and manufacturing processes were also highlighted as defining features of UPFs. Several participants associated UPFs with being made using unnatural methods or containing ingredients far removed from their natural state:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;It has been completely modified from its natural components. And also, it has been manufactured in such a way that it would taste better.\u0026rdquo; (Participant 5, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I would say extremely long shelf life. Foods like canned foods or foods that don't expire too quickly or don't get mould quickly are quite processed because of the preservatives and additives.\u0026rdquo; (Participant 8, Focus group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eSome participants highlighted how common UPFs are and noted that it is difficult to avoid them in today\u0026rsquo;s diets:\u003c/p\u003e \u003cp\u003e\u003cem\u003e \u0026ldquo;Almost everything that's more than one ingredient combined is ultra processed.\u0026rdquo; (Participant 3, Focus group 1)\u003c/em\u003e\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;They're completely unavoidable\u0026rdquo; (Participant 1, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003cdiv id=\"Sec11\" class=\"Section2\"\u003e \u003ch2\u003e1b) Examples\u003c/h2\u003e \u003cp\u003e Participants provided a variety of examples to illustrate their understanding of UPFs, common examples included burgers, fizzy drinks, crisps, frozen meals, and chocolate. Frequently mentioned was fast food, snacks, and ready-made meals:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I kind of straight away think of sort of fast-food chains.\u0026rdquo; (Participant 2, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I would also say like fast food like KFC, McDonald's, Domino's but also how Tesco have those ready-made frozen foods or even how the Co-op sells ready-made frozen food that you warm in a microwave.\u0026rdquo; (Participant 8, Focus group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eHowever, participants recognised certain processed items, such as Quorn and protein-enriched products, as healthier exceptions:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I think in general ultra processed foods I associate with being unhealthy. But there are some like Quorn is obviously quite processed, but I associate that with like being healthy. Even though it's completely like unnatural, I still think it's healthy.\u0026rdquo; (Participant 10, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;Protein increased kind of foods either yoghurts or the something.\u0026rdquo; (Participant 9, Focus group 2)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec12\" class=\"Section2\"\u003e \u003ch2\u003e2. Influences on Perception of UPFs\u003c/h2\u003e \u003cp\u003eParticipants\u0026rsquo; perceptions of UPFs were shaped by external and social factors, with two key subthemes emerging: media and marketing, and family and upbringing. These influences contributed to their understanding and attitudes toward UPFs, often reinforcing specific biases or consumption patterns.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec13\" class=\"Section2\"\u003e \u003ch2\u003e2a) Media and Marketing\u003c/h2\u003e \u003cp\u003e Media and marketing strategies were frequently cited as key influences on participants' perceptions of UPFs, often shaping their understanding of food healthiness in misleading ways. Advertising strategies, social media trends, and product packaging were identified as significant factors in this process.\u003c/p\u003e \u003cp\u003eMany participants pointed to the role of celebrities and social media influencers in promoting products, noting that their endorsements often create the impression that these products are healthier than they actually are:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;When like Prime hydration came out, Logan, Paul and KSI's collaboration, we assume that, you know, it would be somewhat healthy because it's associated with sports brands, but then a lot of the studies came out and showed how unhealthy it was. So, I think that whoever influences and markets the product plays a big role.\u0026rdquo; (Participant 8, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eThe prevalence of conflicting information on social media was also a common concern, with participants feeling uncertain about what to believe:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;It's just basically up to your social media's algorithm which one of those videos you're going to see first, and then that kind of forms your opinion for you. And I just feel like with all the conflicting research, it\u0026rsquo;s hard to know what\u0026rsquo;s true.\u0026rdquo; (Participant 6, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eParticipants observed that advertisements for UPFs are common, though some felt they were exposed more to ads for healthier products or tended to ignore food advertisements altogether:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;A lot of the advertisements for food that most people see on a day-to-day basis or within shops, they're all UPFs. So, I feel like the majority of food advertisements are pushing these ultra-processed foods, and most people don't even realize it because that's what they've always eaten.\u0026rdquo; (Participant 3, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I don't tend to get much advertisement for like UPFs and things like that, on my social media.\u0026rdquo; (Participant 2, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003ePackaging design was another influential factor, with participants associating certain colours and materials with healthiness or naturalness:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I feel like in terms of packaging, I associate green with healthy and natural. But I feel like if I was to pick up like a bright screaming red package, I\u0026rsquo;d start to think that, yeah, it was probably worse for me.\u0026rdquo; (Participant 6, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec14\" class=\"Section2\"\u003e \u003ch2\u003e2b) Family and Upbringing\u003c/h2\u003e \u003cp\u003eFamily habits and early dietary experiences were key influences on participants\u0026rsquo; perceptions of UPFs. For some, growing up in households with limited processed foods led to a lasting wariness of these products, associating them with unhealthy eating habits:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;For me, it was mainly like my family. We had a mainly grain or vegetable-based diet and wouldn\u0026rsquo;t bring in sugary or overly fatty foods or eat fast food often. Eventually, it became a habit.\u0026rdquo; (Participant 4, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eA few participants also noted how financial constraints during their upbringing shaped their dietary choices. While their families prioritised healthier, organic foods, when possible, participants on a tighter budget later gravitated toward cheaper UPFs:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;Ultra-processed foods are obviously cheaper. At home, my mum bought organic, healthy food, but when I went to uni, I had a tight budget, so I ended up buying more UPFs instead of healthier options.\u0026rdquo; (Participant 2, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eCultural background also played a role, with international participants pointing out differences in the prevalence and perception of UPFs in their home countries:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I\u0026rsquo;m an international student from Kenya, and it\u0026rsquo;s been harder to adjust to processed foods here because they\u0026rsquo;re not very common back home.\u0026rdquo; (Participant 8, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec15\" class=\"Section2\"\u003e \u003ch2\u003e3. Drivers of consumption\u003c/h2\u003e \u003cp\u003eParticipants reported varying frequencies of UPF consumption, ranging from daily use to occasional consumption once or twice a month. Despite being aware of potential health consequences, UPFs were a regular part of many participants\u0026rsquo; diets due to their practicality. Three main themes emerged as key drivers of UPF consumption: convenience, affordability, and situational factors, all of which highlighted how UPFs cater to participants\u0026rsquo; lifestyles.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec16\" class=\"Section2\"\u003e \u003ch2\u003e3a) Convenience\u003c/h2\u003e \u003cp\u003eConvenience was identified as the most significant driver of UPF consumption, emerging as a dominant theme in participants\u0026rsquo; discussions. The accessibility and quick preparation of UPFs made them a practical choice for individuals navigating busy schedules, low energy levels, or limited cooking facilities:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;Yeah, I just say more like timewise for me, like if I\u0026rsquo;m rushing and I don\u0026rsquo;t have time to cook or if I don\u0026rsquo;t have time to shop, that\u0026rsquo;s when I\u0026rsquo;ll go to a takeaway or just get something easy.\u0026rdquo; (Participant 7, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eThe minimal effort required to prepare UPFs was highlighted as a significant advantage. Quick-to-make options provided participants with an efficient way to eat without dedicating substantial time to cooking:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;So those quick and easy meals which we just like, pop it in the microwave or like boil pasta or like noodles and just like mix the ready to eat sauce, the ready-made sauce. You just mix it so it's faster, easier.\u0026rdquo; (Participant 5, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eUniversity life was frequently mentioned as a context where convenience drove reliance on UPFs. Limited kitchen facilities, intense academic schedules, and a lack of cooking experience increased participants\u0026rsquo; dependency on processed foods:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I feel like for a lot of people and students that's hard to cook a complete meal from scratch using single ingredients, so I feel like as a society we've kind of just.\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003eAs a whole, we really rely on the convenience and that we don't have to source everything from its original form.\u0026rdquo; (Participant 3, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;Like they got rid of all the mini fridges in halls this year. So like I can't keep cheese or whatever to like, make my own lunches. So basically I end up just like buying, buying lunch from like one of the uni shops or whatever. And I would guess that like those kind of pre made sandwiches are ultra processed.\u0026rdquo; (Participant 11, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec17\" class=\"Section2\"\u003e \u003ch2\u003e3b) Affordability\u003c/h2\u003e \u003cp\u003eAffordability was also consistently identified as a major driver of UPF consumption. Participants highlighted how the lower cost of UPFs, particularly compared to fresh or organic alternatives, made them an appealing choice, especially for those experiencing financial constraints such as student budgets or the rising cost of living:\u003c/p\u003e \u003cp\u003e\u003cem\u003e\u0026ldquo;I was just gonna say in response to how I think it's changed recently, is sort of the cost of living. Because sort of ultra-processed foods are obviously cheaper to buy. So, when I was at home, my mum would be buying sort of the organic healthy things. But when I went to uni, it\u0026rsquo;s a tight budget. So yeah, you kind of direct more down the path of buying UPFs instead of like organic healthier foods.\u0026rdquo; (Participant 2, Focus Group 1)\u003c/em\u003e\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;One big thing is like, I mean, all of us are on a student budget. Price wise, it's just like so convenient. I find myself like there are things in the shop that I know are really good for my diet, like buying stuff like, you know, some fresh chicken or some fresh meat or something. And I just can't buy it because it's so expensive.\u0026rdquo; (Participant 1, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eParticipants also noted the influence of promotional offers, particularly for students, which made UPFs even more accessible:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I would say that it has increased coming to university because companies have a lot of offers for uni students in terms of like vouchers for discounts on fast food as well as convenience stores having more processed foods than natural foods because it\u0026rsquo;s cheaper.\u0026rdquo; (Participant 8, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec18\" class=\"Section2\"\u003e \u003ch2\u003e3c) Situational factors\u003c/h2\u003e \u003cp\u003eSituational factors emerged as another key driver of UPF consumption. Participants described how specific contexts, such as social gatherings, time constraints, and particular cravings, influenced their reliance on UPFs. These situations often made UPFs the most practical or appealing choice, despite participants' general awareness of their potential health impacts.\u003c/p\u003e \u003cp\u003e Social events and celebrations were commonly mentioned as occasions when participants consumed UPFs:\u003c/p\u003e \u003cp\u003e\u003cem\u003e \u0026ldquo;Normally I'd just have takeaways either for a birthday or like if the girls are coming round kind of thing, like just whatever's easier.\u0026rdquo; (Participant 7, Focus Group 2)\u003c/em\u003e\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;Definitely like maybe the day after, like a night out, I would go for it, like, want convenience or for like someone's birthday or ... a celebration or like proper event type thing.\u0026rdquo; (Participant 6, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eTreating oneself with processed snacks and confectionary was another situational driver of UPF consumption. These foods were often used as small rewards or sources of comfort during stressful or busy periods:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I also do like to treat myself to either like a couple of biscuits a day or, you know, those little Mr. Kipling cakes. I absolutely love them. And I know that they're so bad for me, but it just ... I feel like treating myself after finishing my work is worth the cost.\u0026rdquo; (Participant 7, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec19\" class=\"Section2\"\u003e \u003ch2\u003e4. Perceived healthiness of UPFs\u003c/h2\u003e \u003cp\u003eThree key subthemes emerged from their discussions: physical impacts, emotional and mental impacts, and balance justification. Participants discussed the effects of UPF consumption on their health and wellbeing, emphasising both physical and mental impacts while highlighting the importance of balance and moderation. While health concerns often led to limiting UPF consumption, many participants felt that UPFs could be part of a balanced diet when consumed in moderation.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec20\" class=\"Section2\"\u003e \u003ch2\u003e4a) Physical effects\u003c/h2\u003e \u003cp\u003eParticipants frequently discussed the physical health impacts of UPF consumption, expressing both concerns about negative effects and recognition of specific benefits in certain contexts.\u003c/p\u003e \u003cp\u003eConcerns about long-term health risks were commonly highlighted, with participants linking UPFs to complications such as obesity, diabetes, high blood pressure, and poor immune function:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I was thinking diabetes because I kind of associate ultra-processed food with like having high fat and sugar content.\u0026rdquo; (Participant 10, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;Your immune system might get affected because not getting the right nutrients.\u0026rdquo; (Participant 4, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eSome participants discussed the immediate effects of consuming UPFs:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;When I eat too much processed food, I can feel myself get sluggish, more like mentally and more physically and feel a bit more unhealthy.\u0026rdquo; (Participant 1, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I also feel like it seems to affect my skin, like whenever I eat anything that\u0026rsquo;s kind of really greasy and gross, it kind of comes out on my skin. So, I know it\u0026rsquo;s not just affecting my mental health, it\u0026rsquo;s affecting my physical health in a way.\u0026rdquo; (Participant 7, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eDespite these concerns, participants acknowledged that UPFs can play a beneficial role in meeting specific dietary needs. For example, calorie-dense UPFs were considered helpful for individuals requiring higher energy intake or for those with restricted dietary habits:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;Having the UPFs can be really useful for some people who find it more difficult to eat large quantities of food, because having the UPFs means that you can get more calorie-rich foods in, make them more dense and smaller so it feels like people are eating a smaller amount of food.\u0026rdquo; (Participant 3, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;It can be like good for diet because people have different dietary needs, like for instance I have a friend who has like really high metabolism and he can't survive off the dietary lifestyle that I have because it's just not enough for him.\u0026rdquo; (Participant 4, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec21\" class=\"Section2\"\u003e \u003ch2\u003e4b) Mental and emotional impacts\u003c/h2\u003e \u003cp\u003eParticipants frequently highlighted the emotional and mental effects of UPF consumption, describing both positive and negative experiences. Many participants described the emotional satisfaction UPFs offered, particularly as a source of short term happiness or comfort:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;People enjoy chocolate and sweets and want to enjoy them and eat them.\u0026rdquo; (Participant 1, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I think very short term you\u0026rsquo;d have like a positive impact because like when you\u0026rsquo;re eating a cake, obviously it tastes nice. So, then you feel good or if, like you\u0026rsquo;re having a rubbish day, you eat loads of chocolate and you feel better.\u0026rdquo; (Participant 10, Focus Group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eParticipants also considered the negative emotional impacts of UPF consumption, including feelings of guilt and regret, with some highlighting concerns about addictive tendencies:\u003c/p\u003e \u003cp\u003e\u003cem\u003e \u0026ldquo;I always tend to feel worse after I\u0026rsquo;ve eaten, like, kind of greasy stuff.\u0026rdquo; (Participant 11, Focus Group 2)\u003c/em\u003e\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I didn't like, feel my best. Like I felt like a bit unhealthy, a bit grim.\u0026rdquo; (Participant 6. Focus group 2)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;When you start having too many of them, it gets harder and harder to stop having them, and that\u0026rsquo;s when it can become really sort of unhealthy.\u0026rdquo; (Participant 2, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;One negative is that if your UFP consumption is slightly higher because of how addictive some of the ingredients are within them and how much your body craves them.\u0026rdquo; (Participant 3, Focus group 1)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec22\" class=\"Section2\"\u003e \u003ch2\u003e4c) Balance\u003c/h2\u003e \u003cp\u003eMany participants acknowledged the potential harm of excessive consumption of UPFs but stressed that incorporating UPFs in moderation, with attention on frequency could support a healthy and sustainable dietary approach. Participants also highlighted the role of balance in adopting a positive relationship with food:\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;A perfect balance is extremely important, and excess use of ultra-processed food is definitely harmful for the body. But if you consume it in a way that it is safe and not over the top, it\u0026rsquo;s completely fine.\u0026rdquo; (Participant 5, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;It's eating them in moderation and making sure you have a healthy relationship with them means that you can eat them in a healthy way and not have too much of them and also maintain a good relationship with food.\u0026rdquo; (Participant 1, Focus Group 1)\u003c/em\u003e \u003c/p\u003e \u003cp\u003eParticipants also argued that not all UPFs should be judged equally, as their health impacts can vary significantly depending on the product:\u003c/p\u003e \u003cp\u003e\u0026ldquo;\u003cem\u003eI think it\u0026rsquo;s like on a case-by-case basis that you can make ultra-processed foods that are healthy.\u0026rdquo; (Participant 9, Focus Group 2)\u003c/em\u003e\u003c/p\u003e \u003cp\u003e \u003cem\u003e\u0026ldquo;I could say that in moderation, all of ultra processed foods can be seen as healthy but also depends the source of the ultra-processed foods.\u0026rdquo; (Participant 8, Focus group 2)\u003c/em\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"Discussion","content":"\u003cp\u003eThe purpose of this study was to explore consumers perceptions, attitudes, and behaviours associated with UPF consumption. Specifically, it sought to understand how young adults navigate the consumption of UPFs considering their health awareness and the broader socio-economic and situational factors that influence dietary choices. The findings uncovered a multifaceted relationship that showed four main themes: understanding of UPFs, influences on perception of UPFs, drivers of UPF consumption, and perceived healthiness of UPFs.\u003c/p\u003e \u003cdiv id=\"Sec24\" class=\"Section2\"\u003e \u003ch2\u003eUnderstanding of UPFs\u003c/h2\u003e \u003cp\u003eParticipants demonstrated a comprehensive understanding of UPFs and their nutritional content, commonly associating them with high levels of fat, salt, and sugar. Many participants also acknowledged that UPFs have been modified from their natural form through a series of industrial processes. Key characteristics of UPFs highlighted by participants included long shelf life and enhanced taste, attributes often linked with the inclusion of preservatives and artificial additives. These perceptions align closely with existing definitions of UPFs such as the NOVA classification which emphasises the highly processed nature of UPFs and their artificial composition (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e). By identifying these features, participants showcased a clear awareness of the distinctive attributes that set UPFs apart from less processed foods.\u003c/p\u003e \u003cp\u003eParticipants largely classified UPFs as unhealthy, frequently linking them to items like fast food, ready meals, chocolate, crisps, and fizzy drinks. However, exceptions such as protein shakes and Quorn were perceived as healthier alternatives despite their processed nature, reflecting a more nuanced understanding of UPFs. These findings are consistent with previous work where it was observed that not all UPFs are universally categorised as unhealthy by consumers (\u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e30\u003c/span\u003e), highlighting the variability in healthiness perceptions. Many participants also described difficulty in avoiding and distinguishing UPFs, underscoring the pervasive presence of these foods in modern diets. This challenge aligns with recent findings (\u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e31\u003c/span\u003e), where only 39% of older respondents reported confidence in identifying UPFs. This variability in perception highlights the complexity of categorising UPFs.\u003c/p\u003e \u003cdiv id=\"Sec25\" class=\"Section3\"\u003e \u003ch2\u003eInfluences on perception of UPFs\u003c/h2\u003e \u003cp\u003eParticipants identified media, marketing, and family as key factors shaping their perceptions of UPFs. Social media trends and influencer endorsements often created misleading impressions of healthiness, as seen with products like Prime Hydration. Brands strategically use celebrity endorsements, particularly by athletes, to enhance their image and market products often leading to consumers to perceive these products as healthier (\u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e32\u003c/span\u003e). Research also suggests that misinformation online can pose risks to consumers dietary behaviour with 52% of young people using these platforms to seek health related advice (\u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e33\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eFamily habits and cultural backgrounds also shaped participants\u0026rsquo; attitudes toward UPFs. Those from households that focussed on whole, minimally processed foods showed greater caution, demonstrating how early dietary habits influence later food perceptions. International participants contrasted their traditional diets, typically less reliant on UPFs, with the heavily processed food environment in the UK. Monteiro et al. (2019), who documented the global shift away from traditional diets as UPFs become more widely available (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec26\" class=\"Section3\"\u003e \u003ch2\u003eDrivers of UPF consumption\u003c/h2\u003e \u003cp\u003eParticipants reported varying frequencies of UPF consumption, but several consistent factors shaped their dietary choices. Convenience emerged as the primary facilitator, particularly for those experiencing time constraints. Many participants recognised UPFs as unhealthy and preferred fresh, home-cooked meals but found these impractical among busy university schedules. This aligns with previous findings (\u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e18\u003c/span\u003e), which highlighted reliance on UPFs as a time-saving solution in high-pressure environments.\u003c/p\u003e \u003cp\u003eAffordability was another significant influence, with participants citing the rising cost of living and the expense of fresh, whole foods as barriers to healthier eating. Students on tight budgets often opted for cost-effective processed options like UPFs, emphasising how economic pressures prioritise affordability over nutrition. Cost, as a major determinant of food choices among university students, has been acknowledged (\u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e34\u003c/span\u003e). Additionally, the university environment itself facilitated UPF consumption, with participants noting the availability of promotional offers and inexpensive on-campus options targeting students.\u003c/p\u003e \u003cp\u003eSocial contexts further influenced UPF consumption patterns. Participants reported consuming more UPFs during social events, special occasions, or as a form of reward. This mirrors findings which have linked increased UPF consumption to social gatherings in Indonesia (\u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e35\u003c/span\u003e). Collectively, these results highlight how practical, economic, and social factors intertwine to drive UPF consumption.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec27\" class=\"Section3\"\u003e \u003ch2\u003ePerceived healthiness of UPFs\u003c/h2\u003e \u003cp\u003eParticipants in this study largely viewed UPFs as unhealthy, citing associations with chronic health risks such as obesity, diabetes, and cardiovascular diseases. These concerns align with established literature linking UPFs to long-term health complications due to their high levels of sugar, salt, and saturated fats (\u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e1\u003c/span\u003e). Participants also expressed concerns about the immediate physical effects of UPFs, such as feeling sluggish or experiencing skin problems, further reinforcing their cautious approach to these foods. Despite these negative perceptions, participants in the present study recognised the potential role of certain UPFs in meeting dietary needs, particularly for individuals with specific energy requirements or dietary restrictions.\u003c/p\u003e \u003cp\u003eThe emotional impacts of UPFs played a significant role in shaping participants\u0026rsquo; perceptions. While many described the comfort and satisfaction these foods offered, such positive feelings were frequently followed by guilt or regret. Participants also expressed concerns about the addictive qualities of UPFs, noting their tendency to trigger cravings. This observation aligns with recent research estimating that approximately 14% of adults and 15% of youths worldwide exhibit signs of UPF addiction, driven by the high levels of artificially rewarding ingredients, such as added sugars and fats, that stimulate the brain\u0026rsquo;s reward pathways (\u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e36\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eParticipants often emphasised the importance of balance and moderation, suggesting that UPFs could be part of a healthy diet when paired with whole, minimally processed foods. This idea aligns with the UK\u0026rsquo;s dietary guidelines (\u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e37\u003c/span\u003e), which advise against consuming excessive amounts of high-fat, salt, and sugar (HFSS) foods, a category that includes many UPFs like crisps, pastries and cakes. However, not all UPFs are created equal. For instance, the UK Eatwell Guide includes UPFs such as baked beans and wholegrain breakfast cereals, which are not HFSS and can provide nutritional value. This highlights that UPFs can have a place in a balanced diet when consumed thoughtfully, reflecting the nuanced role these foods can play in modern eating habits.\u003c/p\u003e \u003c/div\u003e \u003c/div\u003e \u003cdiv id=\"Sec28\" class=\"Section2\"\u003e \u003ch2\u003eLimitations\u003c/h2\u003e \u003cp\u003eWhile this study provides valuable insights into perceptions and behaviours surrounding UPF consumption, several limitations must be considered. The use of focus groups and self-reported data may have introduced social desirability bias, with participants potentially underreporting their consumption of UPFs or framing their dietary choices in a more favourable light. Additionally, the researchers\u0026rsquo; own subconscious biases in interpreting the data may have influenced the analysis and findings and hence the importance of the data and themes being independently reviewed. The sample size, though sufficient for qualitative research, limits the generalisability of the findings, as the experiences and attitudes captured may not fully represent broader populations or demographic groups outside university settings. Participants were university students who may have higher health literacy compared to the general population, which could result in a greater awareness of UPFs and their health implications. Their unique lifestyle factors, including time constraints, academic pressures, and budget limitations, may also distort findings, making them less applicable to other demographic groups.\u003c/p\u003e \u003c/div\u003e"},{"header":"Conclusion","content":"\u003cp\u003eThis study explored \u0026lsquo;young adults' perceptions and behaviours regarding UPF consumption, revealing the influence of health awareness, socio-economic factors, and situational contexts. Participants generally saw UPFs as unhealthy but acknowledged their practicality, affordability, and role in meeting specific dietary needs. Influences like media, marketing, family, and social contexts shaped their perceptions, aligning with existing research on the economic and emotional factors driving UPF consumption. Despite concerns, young adults believed that moderate UPF consumption, when balanced with whole foods, could be part of a healthy diet. These findings highlight the need for interventions addressing the affordability of healthier alternatives and promoting media literacy. Future research should involve diverse populations and use both qualitative and quantitative approaches to better understand UPF consumption and its health impacts.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eEthics:\u003c/strong\u003e The study received ethical approval from the University of Nottingham, School of Biosciences Research Ethics Committee: (SBREC202425010FEO) and the study conducted in compliance with the declaration of Helsinki principles. All participants provided informed consent before taking part in the focus groups.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eConsent for publication\u003c/strong\u003e: Participants consented for the findings to be submitted for publication. Both authors have read the manuscript before submission.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAvailability of data\u003c/strong\u003e: The datasets used and/or analysed during the current study are available from the corresponding author on reasonable request.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCompeting interest:\u003c/strong\u003e Neither author have any conflicts of interest in the work submitted.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFunding:\u003c/strong\u003e The study received a small amount of funding from the School of Biosciences to enable focus group participants to receive a small voucher in receipt of their time.\u003c/p\u003e\n\u003cp\u003eAuthor contributions: AA \u0026amp; LS developed the study proposal and sought ethical approval. LS led the focus groups and data analysis with AA independently reviewing the data and both LS \u0026amp; AA consulting on the final themes. LS led the draft manuscript writing with AA making modifications before final submission\u0026nbsp;\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eMonteiro CA, Cannon G, Lawrence M, Costa Louzada MD, Pereira Machado P. 2019. Ultra-processed foods, diet quality, and health using the NOVA classification system. \u003cem\u003eRome: FAO\u003c/em\u003e, \u003cem\u003e48\u003c/em\u003e.\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eScrinis G, Monteiro C. From ultra-processed foods to ultra-processed dietary patterns. Nat Food. 2022;3:671\u0026ndash;3. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://doi.org/10.1038/s43016-022-00599-4\u003c/span\u003e\u003cspan address=\"10.1038/s43016-022-00599-4\" targettype=\"DOI\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e.\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKelly B, Jacoby E. 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Available at: \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.gov.uk/government/publications/the-eatwell-guide.\u0026zwnj;\u003c/span\u003e\u003cspan address=\"https://www.gov.uk/government/publications/the-eatwell-guide.\u0026zwnj;\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"UPFs, consumers, attitudes, qualitative, nutrition","lastPublishedDoi":"10.21203/rs.3.rs-6448214/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-6448214/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003e\u003cstrong\u003eBackground\u003c/strong\u003e: Ultra processed foods (UPFs) are widely considered to have negative health impacts, particularly associated with non-communicable diseases (NCDs) such as obesity, type 2 diabetes, and cardiovascular disease. However, their consumption continues to rise globally, driven by convenience, affordability, and extensive marketing. This study aims to understand young consumers' knowledge and perceptions of ultra processed foods (UPFs), identify factors influencing their attitudes and dietary behaviours, and assess the impact of health awareness on UPF consumption.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMethods\u003c/strong\u003e: Qualitative data was gathered through semi-structured focus group interviews involving a sample of 11 university students, aged 18–25 years, of mixed gender, studying non-nutrition-related degrees. Data was analysed according to the principles of content analysis and followed an iterative approach.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eResults:\u003c/strong\u003e The findings indicate that while many participants demonstrated a solid understanding of UPFs and their connection with high-fat, salt, and sugar (HFSS) content, these foods were still a significant part of their diets. Key factors driving UPF consumption included affordability, convenience, and emotional satisfaction, demonstrating the disconnect between nutritional awareness and practical dietary choices. The research also highlights the role of marketing and media in shaping perceptions, with misleading information often creating confusion around the healthiness and categorisation of certain UPFs.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eConclusions:\u003c/strong\u003e The results highlight the need for marketing strategies that enhance the availability and affordability of whole, nutritious foods for young adults. Findings also stress the importance of public health initiatives that simplify the identification of UPFs. Further research is required to examine diverse consumer groups and refine interventions aimed at reducing UPF consumption while promoting healthier, balanced diets.\u003c/p\u003e","manuscriptTitle":"A qualitative exploration of young consumer attitudes towards the consumption of ultra processed foods (UPFs)","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-05-07 10:28:33","doi":"10.21203/rs.3.rs-6448214/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"4b5806b2-6d77-4b90-ace7-1bd889c13cda","owner":[],"postedDate":"May 7th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2025-07-22T05:08:22+00:00","versionOfRecord":[],"versionCreatedAt":"2025-05-07 10:28:33","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-6448214","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-6448214","identity":"rs-6448214","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}