Ultra-processed food surrounds us daily. But what does this term actually mean? Chances are you've never heard of it, just like 62% of the Dutch population. Only 5% truly understand its meaning. This emerges from recent research by Motivaction, conducted among a nationally representative sample of 1,026 individuals aged between 18 and 80 years. Yet, ultra-processed products are ubiquitous and abundantly available.
Difference between processed and ultra-processed
Many foods require processing to be suitable for consumption. For instance, you need to cook a potato before eating it. This includes actions like baking, chopping, pickling—practically all preparations you can do at home.
So, what makes a product ultra-processed? These items undergo extensive processing in factories, receiving numerous additives to prolong shelf life, enhance flavor, or make the product more appealing.
While we often recognize that soft drinks, ready-to-eat meals, cookies, and chips are heavily processed, even products like fruit yogurt, fish sticks, margarine, and deli meats fall under ultra-processed foods. In fact, 70% of the products you buy in the supermarket are ultra-processed (source: RTL Nieuws).
Why do we find them so tasty?
For 2 out of 5 Dutch people (39%), dietary choices aren't a major concern. They eat what they enjoy, regardless of its healthiness. Ultra-processed foods often have high fat, sugar, and salt content. This combination is irresistible, causing our brains to release dopamine, making us feel happy. However, these products are less satiating, leading us to overeat.
Convenience is key
In our busy lives, the choice for convenient food is easily made, with less and less time spent on cooking—on average, only 28 minutes per day. Yet, more than half of the Dutch population (55%) is consciously engaged with their diet, and over a third (37%) tries to consume as many unprocessed products as possible.
Is ultra-processed food dangerous?
For Dutch individuals familiar with ultra-processed food, this is certainly a serious matter. Opinions vary regarding its severity: some consider it slightly risky, while others view it as quite dangerous.
Excessive consumption carries health risks: increased chances of obesity, cardiovascular diseases, cancer, and mental disorders such as anxiety and depression (source: RTL Nieuws).
What can you do?
Healthy food is often more expensive, and the choice for unhealthy options is easily made. However, there are steps you can take to ensure you don't consume ultra-processed products too frequently:
- Check the ingredients on the packaging. If the list is long and contains words that are hard to pronounce, it's likely an ultra-processed product.
- Look at the Nutri-Score on a product; it can be a useful tool to assess nutritional value. Yet, only 15% of Dutch people base their product choice on this during supermarket visits, indicating room for improvement.
- Completely avoiding processed foods is impossible, but significantly reducing intake is achievable. The solution is simple: spend more time cooking yourself. Bring out the cutting board and work with fresh vegetables and fruits. Making your own hummus—instead of buying a ready-made tub from the supermarket—difficult? It often turns out to be easier than expected and much tastier. (Source: RTL Nieuws)
Differences between shopper groups are significant
Not every consumer is the same; behavior in the supermarket, at the shelf, and in the kitchen varies greatly. Based on years of research and in-depth insights into the motives and behaviors of Dutch people regarding food, shopping, and nutrition, Motivaction has developed the shopper model. This model consists of eight shopper segments, each with its own drivers and shopping behaviors. Knowledge of ultra-processed food isn't uniform among Dutch consumers.
For example, the level of knowledge is much lower among more traditional groups compared to postmodern groups. Only 7% of 'safe shoppers'—the largest shopper group resembling the average Dutch person—claim to know what ultra-processed food entails, compared to 35% within the 'responsible shoppers' group, the most sustainable segment in the model.
Engaging shoppers: dry facts or school breakfasts?
Currently, 50% of Dutch people aged 18 and older have moderate to severe overweight, and this number is expected to rise. Childhood obesity is also increasing. While the government attempts to promote healthy eating, it's challenging in an environment where we're constantly exposed to ultra-processed products, both in stores and through advertisements on TV and other media.
Therefore, it's crucial to address shopper groups appropriately and with the right tone. The 'responsible shopper' is intrinsically motivated and responds well to substantive information and appeals to personal responsibility. The large majority, the 'safe shoppers,' don't focus on health in daily life but are sensitive to strong financial incentives. They aren't keen on government interference, such as higher VAT on unhealthy products, and it's questionable whether 0% VAT on fruits and vegetables will convince them. However, they are concerned about their children's health, making policies like subsidizing fruits and vegetables in school meals more effective. Subsidizing healthy workplace lunches is also a good idea, as they value convenience, allowing them to return to work refreshed.
Want to know more?
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