Nearly 19 million shoppers have abandoned ultra-processed foods, with a further nine million looking to do so, a new study shows.
Food industry consultant Levercliff conducted a poll of a nationally representative sample of consumers last month, and found the equivalent of 18.6 million UK adults had made changes to what they buy or eat because of what they had heard about the risk of UPFs.
That represents a rise from 16.1 million in May 2024, whilst Levercliff found a further nine million would like to make changes to their purchasing in the future.
Levercliff found awareness of UPFs had risen to 78% of consumers in June, compared to 62% in May 2024.
Of those who wanted to make changes to avoid UPFs, almost a third cited problems in identifying which foods contained such ingredients as a barrier.
Levercliff said the findings showed there was a huge opportunity for companies developing non-UPF products to tap into the shift.
“I think for us the key takeout is that there is a clear opportunity for companies to provide solutions to consumers who are looking to reduce their consumption of UPFs,” said Levercliff consumer insights manager Clair Prior.
“Nearly half of UK adults are actively concerned about UPFs, with 18.6 million UK adults having already made some changes to what they buy and eat because of what they have heard about UPFs, and a further nine million would like to make changes. But it’s not always easy to make those changes. For example, for families a lack of time and the cost of alternatives are the top two barriers to consuming fewer ultra-processed foods. Companies who can solve this tension, by delivering products that are both time-saving and minimally processed, really have the potential to resonate with families.
“There are already lots of examples in the media and on social media of recommended swaps. Getting promoted as a non-UPF alternative could be a real boost for brands that genuinely satisfy this need.”
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