As the Government prepares to consult on widening the scope of foods considered high in fat, salt and sugar (HFSS), 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 Danone’s inaugural report, Consumed: Nutritional Behaviour Index, reveals widespread uncertainty among consumers about what defines food as ‘healthy’.
The study of 5,000 UK adults and 200 dietitians and nutritionists, reveals two thirds (66%) of consumers want the Government to take a more active role in supporting healthier food choices.
The majority of dietitians and nutritionists (91%) agree consumers are “overwhelmed” by conflicting nutrition information. This is most concerning for Gen Z, who use TikTok as their primary source of health and nutrition information (19%), despite only 18% of them trusting the platform.
The findings highlight a growing need for clarity as the Government considers further changes to the UK’s nutrition classification system. Danone North Europe say that making changes now will only exacerbate consumer confusion and undermine years of industry reformulation efforts by reclassifying everyday products such as fruit yogurts and bran cereals from ‘healthy’ to ‘unhealthy’, despite their nutritional value.
When choosing foods, price is one of most important factors in purchasing decisions, alongside high levels of sugar (30%), salt (24%) and fat (22%). Encouragingly, two thirds of consumers (64%) support reformulation efforts, recognising that current guidelines help them make healthier decisions.
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, once implemented, 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.”
The processing paradox
While current government healthy eating guidelines are based on HFSS criteria, which measure levels of fat, salt and sugar, terminology such as ‘UPF’ (Ultra Processed Food) is confusing consumers. Although the term is widely used by media and influencers, there is no universally agreed definition, and it is not a basis for government policy. The overwhelming majority of dietitians and nutritionists (88%) say that most people don’t understand what UPFs are.
While 72% of consumers view processed foods as unhealthy, and half (47%) actively avoid them – 45% still seek products with added benefits such as protein or fibre – which require some level of processing.
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.”
