Why are UK consumers confused about healthy eating?

Consumers are overwhelmed by conflicting nutritional information and a lack of clear definitions for healthy food, according to research.

What do nutrition experts say about consumer understanding of food?

Almost all experts surveyed believe consumers are overwhelmed by conflicting information, and most people do not understand what Ultra Processed Foods (UPFs) are.

How is Gen Z getting health information?

Gen Z is increasingly using platforms like TikTok as their primary source for health and nutrition information, despite only a small percentage trusting it.

Home / Health / Brits Demand Clear Health Food Rules

Brits Demand Clear Health Food Rules

29 Jan

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Summary

Two-thirds of UK adults want clearer government food guidelines.
91% of nutrition experts say consumers are overwhelmed by information.
Gen Z heavily relies on TikTok for health information despite trust issues.

Two-thirds of adults in the UK are urging the government to provide clearer guidelines for healthy eating. Recent research involving 5,000 adults and 200 experts revealed that almost all nutritionists believe consumers are overwhelmed by conflicting nutritional information. Nine in ten experts also stated that most people do not understand what Ultra Processed Foods (UPFs) are. Gen Z, in particular, shows a reliance on platforms like TikTok for health advice, despite low trust levels.

This widespread confusion is prompting calls for action. Danone North Europe is advocating for policymakers to collaborate with industry, NGOs, and health professionals to establish a definitive understanding of what constitutes 'healthy food'. The company highlights that significant industry investment in reformulating products to be healthier is undermined when these same products risk being reclassified confusingly. They emphasize focusing on nutritional value rather than processing levels to help consumers make informed choices.