Ultra processed food reducers
Factory-made foods are facing a backlash
The rise of Ultra Processed Food (UPF) as an area of concern has been swift and very public. In the UK, TV doctor Chris Van Tulleken’s book Ultra Processed People has pushed the issue up the agenda, and we see global awareness rising rapidly since 2022, on the back of concerns about issues such as weight gain and cancer.
In markets where fresh cooking is still a daily habit for most households, the issue of UPF is of less concern. For example, in India 62% of respondents say that they always make fresh meals, in contrast to Great Britain and the US, where less than 20% say they always cook meals from fresh ingredients and not processed ones.
Globally 45% plan to reduce their consumption of UPF. But while many are seeking to limit these products, it’s clear that consumers still need to be educated about UPF products given that a quarter (25.7%) said they do not consume them at all, which is unlikely.
There is, however, solid evidence that UPF reducers are shifting spend away from the most processed foods such as soft drinks, processed meats, packaged biscuits and snacks and ready meals, creating an opportunity for brands to help through reformulation and new product development.
We can see this particularly in Great Britain, where £150 million in spend has shifted from UPF goods to unprocessed or minimally processed goods such as fresh produce or whole grains in the last year.
The winners to come from this shift in GB are brands such as Plenish, a range of chilled pressed juices that combine natural ingredients with health benefits. Penetration has been rising steadily reaching 2.5% at the end of 2024.
Fage, Bio & Me, The Tofoo Co and Pip & Nut are other winners, thanks to their ability to meet the UPF reducer criteria of simple and short ingredient lists.
