As discussions surrounding highly processed, overly processed, or ultra processed food (UPF) gain momentum, consumer perceptions of healthier lifestyles is changing their preferences. The focus on consumers to scrutinize ingredients, nutritional values, and production methods more closely than ever. In this evolving landscape, “ultra processing” emerges as the latest term in a continuum that includes concepts like ‘junk food’ and ‘clean label’.
Rising Consumer Awareness
Beginning in 2024, a growing number of consumers will become acquainted with varying degrees of processing, driven by media discourse, regulatory changes, and voluntary labeling initiatives featuring ratings from sources such as NOVA or Siga. This increased awareness will remind consumers about processing levels in their food and beverage choices, leading them to reconsider the frequency and occasions on which they consume processed products.
The Shift towards Minimally Processed Options
While ‘all things in moderation’ has long been associated with highly processed items, there’s a rising market for minimally processed food and drink. These products highlight the positive aspects of food-processing techniques, such as improved nutrition and sustainability practices, or the prevention of contaminant formation.
Consumer sentiments across the globe reflect this evolving awareness. In regions like India, Chile, and Spain, there is a growing preference for less processed alternatives, particularly in the realm of plant-based meat or dairy substitutes. In China and the United States, a significant proportion of adults are recognizing the health benefits of reducing processed food consumption.
Challenges
For brands, there’s a dual challenge and opportunity. Those offering minimally processed products, such as frozen produce or natural canned soup, have the chance to educate consumers about the advantages of processing in enhancing nutrition, extending shelf life, or reducing environmental impact. Effective communication about these benefits can drive consumer trust and loyalty.
Contrarily, brands producing highly processed items must navigate consumer concerns while highlighting the joy and comfort associated with their products. Front-of-pack labeling communication, such as those indicating high fat, sugar, and salt content, has shown that increased transparency doesn’t necessarily stop the consumption of favorite treats like salty snacks or confectionery.
What Should We Do Next?
In conclusion, as consumers become more discerning about processing levels, the food and drink industry must adapt by offering transparency, innovation, and education. Whether it’s embracing minimally processed options or reaffirming the appeal of highly processed indulgences, brands that navigate this landscape adeptly will thrive in the evolving marketplace.
Choosing Ingredients
Let IMC support your development with our minimally processed and organic coconut sweetener. Explore our ingredients Organic Coconut Sweetener.
