The call comes as research from the manufacturing giant reveals widespread confusion among consumers on what defines healthy food.
The report, Consumed: Nutritional Behaviour Index – which collates the findings of 5,000 UK adults and 200 dietitians and nutritionists – shows consumers strongly consider sugar, salt and fat levels when making purchasing decisions.
While price remains one of the most important prompts, 30% of consumers are swayed by sugar levels, 24% by salt, and 22% by fat.
The majority (64%) also support reformulation efforts, but the research shows a lack of understanding into what healthy food is, with 91% of dietitians and nutritionists saying consumers are “overwhelmed” by conflicting nutrition information.
Social media has helped to drive this confusion - a worrying 19% of Gen Z use it as their primary source of health and nutrition information. Terms such ‘ultra processed’ are widely banded about on these platforms and across media, despite no universally agreed definition. UPF is also often used interchangeably with ‘processed foods’, leading to broad stroke demonisation of products that do, in fact, offer nutritional value.
Danone’s findings underscore this, showing that 72% of consumers view processed foods as unhealthy and half (47%) actively avoid them. At the same time, 45% seek products with added benefits such as protein or fibre – which require some level of processing.
Niamh Brannelly, head of nutrition and science communication, said: “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.”
The findings highlight a growing need for clarity as the Government considers further changes to the UK’s nutrition classification system. This is also supported by consumers, with the study showing that the majority wants government to take a more active role in supporting healthier choices.
“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,” Brannelly continued.
Whilst calling for clarity, Danone has also raised concerns over the proposed changes recently laid out by policymakers, arguing that it’s likely to worsen consumer confusion.
Like others in the industry, the producer is warning that changes now will undermine years of industry reformulation efforts; with the updated NPM threatening to push products like fruit yoghurts and bran cereals into the scope of ‘unhealthy’, despite their nutritional value.
“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,” commented James Mayer, president of Danone North Europe.
“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.”
