FMCG Gurus – Ultra-Processed Foods Trends in UK – Country Report – 2025
Report Description:
This report looks at consumer attitudes and behaviors towards ultra-processed food and drink (UPFs) in UK. Over the last decade, consumers have become more attentive to ingredient listings, as trust towards brands continues to erode. This report explores consumer perceptions around ultra-processed food and how this affects their purchasing behaviour.
This report will look at the following areas:
- Consumer opinions around how honest food and drink brands are around their ingredients and how their products are processed.
- Whether consumers believe that there are fewer healthy ingredients in the food and drink that they buy compared to ten years earlier.
- The level of awareness of the phrase “ultra-processed food”.
- The proportion of consumers that believe that UPFs, processed food and drink and unprocessed food and drink to be healthy.
- How consumers define UPFs.
- The kind of health problems consumers associate with consuming UPFs.
- What consumers do when they are shopping if they believe that a food or drink product is processed.
- How often UPF products are consumed.
- How consumers determine whether a product is ultra-processed.
- The product categories that consumers associate with UPFs.
- The challenges that consumers feel exist when it comes to moderating intake of UPFs.
- How consumers believe governments should act to restrict access to UPFs.
- The connection that consumers believe exists between allergies, intolerances and UPFs.
FMCG Gurus – Ultra-Processed Foods Trends in UK – Country Report – 2025
Report Description:
This report looks at consumer attitudes and behaviors towards ultra-processed food and drink (UPFs) in UK. Over the last decade, consumers have become more attentive to ingredient listings, as trust towards brands continues to erode. This report explores consumer perceptions around ultra-processed food and how this affects their purchasing behaviour.
This report will look at the following areas:
- Consumer opinions around how honest food and drink brands are around their ingredients and how their products are processed.
- Whether consumers believe that there are fewer healthy ingredients in the food and drink that they buy compared to ten years earlier.
- The level of awareness of the phrase “ultra-processed food”.
- The proportion of consumers that believe that UPFs, processed food and drink and unprocessed food and drink to be healthy.
- How consumers define UPFs.
- The kind of health problems consumers associate with consuming UPFs.
- What consumers do when they are shopping if they believe that a food or drink product is processed.
- How often UPF products are consumed.
- How consumers determine whether a product is ultra-processed.
- The product categories that consumers associate with UPFs.
- The challenges that consumers feel exist when it comes to moderating intake of UPFs.
- How consumers believe governments should act to restrict access to UPFs.
- The connection that consumers believe exists between allergies, intolerances and UPFs.
How This Report Can Benefit the Industry:
- Addressing challenges: Understanding the challenges that consumers feel they face when trying to lead a healthy lifestyle and how brands can help to address these issues.
- Inspiring innovation: This report aims to help the industry by using consumer insights to suggest opportunities and innovation for the future.
Files included in this report:
FMCG-Gurus-Ultra-Processed-Foods-Trends-in-the-UK-July-2025.pdf
FMCG-Gurus-Ultra-Processed-Foods-Trends-in-the-UK-July-2025.pptx