EIT Food calls for improved labels and education to address confusion over ultra-processed foods

14 Feb 2024 — The European Institute of Innovation and Technology (EIT) Food Consumer Observatory  reveals that consumers are confused and uncertain about what classifies as ultra-processed foods (UPFs) and how it affects health in the short and long term. Meanwhile, 65% of European consumers believe UPFs are unhealthy and will cause health issues later in life. 

The findings show that, although 56% of consumers report they try to avoid buying processed foods, they generally underestimate how much UPFs they consume, likely due to a gap in identifying these foods. Moreover, the organization cautions that consumers “lack the ability and motivation to avoid these foods.”