The majority of Brits want the government to take greater action to help consumers make healthier food choices, amid confusion about what makes food ‘healthy’
Research shows there is uncertainty among consumers about what is considered as ‘healthy’(Image: Getty Images)
Two thirds of Brits are calling on the Government to step up and make it easier for people to eat healthily by providing clearer guidelines. The research surveyed 5,000 adults across the UK alongside 200 dietitians and nutritionists. It discovered that almost all experts (91%) believe consumers are overwhelmed by conflicting nutrition information.
In addition, nine in ten experts say most people do not understand what Ultra Processed Foods (UPFs) are. This is especially true for Gen Z, 19% of whom use TikTok as their primary source of health and nutrition information, even though only 18% actually trust the platform.
What’s more, while 72% of shoppers reckon processed food is bad for them and nearly half (47%) deliberately steer clear of UPFs, they are then drawn to fortified products. For instance, 45% are more likely to buy foods high in protein or fibre, which require some level of processing.
Danone North Europe is urging policymakers to work with industry, NGOs and health professionals to provide consumers with a clear definition of healthy food to end consumer confusion.
This call comes as research from the company’s inaugural report, Consumed: Nutritional Behaviour Index, reveals widespread uncertainty among consumers about what defines food as ‘healthy’.
James Mayer, president of Danone North Europe, said: “While the NHS 10-year plan rightly places a greater emphasis on the link between good nutrition and better health outcomes, we’re concerned other recent policy proposals including the Government’s proposal to make further changes to the UK’s nutrition classification system may add to consumer confusion.
“Industry has invested heavily in product reformulation – reducing fat, salt, and sugar to offer consumers healthier choices at the checkout. If those same products are suddenly reclassified as ‘unhealthy’, it undermines that effort and sends mixed messages to consumers.
“At Danone, we are committed to providing health through food and are proud that we’ve worked to ensure over 90% of our products are non-HFSS.
“We encourage the Government to work with industry, NGOs and health professionals to ensure current and future policies build on progress, not slow it down it.”
Niamh Brannelly, head of nutrition and science communication, added: “Focusing on the amount of processing, rather than a product’s nutritional value, is creating unnecessary confusion.
“Products enriched with fibre, protein, vitamins, and minerals play an important role in a balanced diet and shouldn’t be categorised as ‘unhealthy’ alongside those high in added fats and sugars.
“By not providing clear and consistent advice grounded in nutritional value, we risk making it harder for consumers to make healthier choices. It is important that we work across industry to deliver policy and advice that makes it easy for consumers to distinguish healthier foods.”
