Following a significant controversy regarding the health implications of ultra-processed foods (UPF), Mintel urges brands to promote self-education on this matter while simultaneously improving transparency to maintain consumer trust.

Not all are harmful

Consumers are likely to seek minimally processed products in light of recent headlines highlighting potential health implications associated with UPF consumption, says Alex Beckett, Director of Mintel, for NutraIngredients.

However, based on new research suggesting that not all UPFs are harmful to health, Beckett argues that companies should focus on communicating the benefits of processing, such as lower costs and improved nutrition.

In recent months, concerns have grown regarding the health implications associated with UPF consumption.

Research increasingly links increased UPF consumption to adverse outcomes, such as modified lipoprotein profiles, obesity, type 2 diabetes, and cardiovascular diseases. With consumers becoming more aware of health risks, control over processing methods used by the food industry has intensified.

Growing Controversy

However, a recent study published in The Lancet suggests that, although certain types of UPFs may increase the risk of illness, such health adversities depend on the overall product composition.

It is concluded that products containing nutrients such as fiber have beneficial effects and prevent disease progression, further adding to recent arguments that condemning all UPFs is an "over-simplification."

Researchers note that ultra-processed bread and cereals, as well as plant-based alternatives, are not associated with the risk of illness, while animal-derived products and artificially sweetened sugary drinks increase the risk. Researchers conclude that UPFs should not be avoided, but their consumption should be limited.

Communicating with the Consumer

Beckett explains that while the demand for minimally processed products will continue to grow following the controversy, this trend for cleaner labeled products was already widespread.

"Our healthy eating research found that 70% of UK adults try to avoid ultra-processed foods. This includes 59% of those under 25 and peaks at 76% of those aged 55 and over, illustrating how younger consumers are bigger consumers of processed foods," he says.

A "Global Food and Drink Trends for 2024" report by Mintel states that the increased demand for clean labels will make room for minimally processed alternatives, which should focus on the positive aspects of food processing techniques, such as improving nutrition, inhibiting contaminant formation, or enhancing sustainability.

An Alternative Approach

Beckett adds, "Ultimately, pioneering brands will offer a UPF alternative to other brands, and consumer expectations will be raised. If they can do it, why can't that brand? The issue is that UPF-free delights are often less accessible, and too many people still struggle financially."

Beckett emphasized that the demand for ultra-processed foods will remain, and it will be up to brands to provide the right level of detail about their processing methods.

"Greater transparency around the production process is crucial. But the level of detail is debatable. If you're about to enjoy ice cream on a hot day, you won't bother to follow a QR code on the packaging that explains the hydrophilic properties of emulsifiers," he stresses.

He notes that enlightenment does not necessarily lead to action, but "offering consumers the option to self-educate, in a way, builds trust."

"With food prices still high and UPF so endemic, most consumers will have no choice but to continue buying UPF. The difference is that more people will now be aware of the health implications. And for those who have the luxury of choice and the luxury of time to analyze ingredient lists, comparisons will be made at the point of sale," he adds.