Policy makers need to work with the food industry, NGOs and medical experts to provide the public with a clear definition of healthy food and eliminate consumer confusion, the major food supply companies said.

Danone North Europe made the call as the government prepares a consultation to widen the range of foods considered to be high in fat, salt and sugar (HFSS). This follows findings from Danone’s first report, Consumption: Nutritional Behavior Index, which revealed widespread uncertainty among consumers about what qualifies a food as “healthy.”

The survey of 5,000 UK adults and 200 nutritionists and nutritionists revealed that two-thirds (66%) of consumers want the government to play a more active role in supporting healthier food choices.

The majority (91%) of nutritionists and nutritionists agree that consumers are “overwhelmed” by conflicting nutritional information. This is most concerning for Gen Z (19 percent), who use TikTok as their primary source of health and nutrition information. However, only 18 percent trust the platform.

Danone said the findings highlight the growing need for clarity as the government considers further changes to the UK’s nutritional classification system.

The diary giant argued that making changes now would only exacerbate consumer confusion and undermine years of industry reform efforts by reclassifying everyday items such as fruit yoghurt and bran cereal from “healthy” to “unhealthy” despite their nutritional value.

Key purchase factors

When choosing food, price is one of the most important factors in purchasing decisions, along with high levels of sugar (30 percent), salt (24 percent), and fat (22 percent). Almost two-thirds (64%) of consumers support reformulation efforts.

James Mayer, Managing Director of Danone North Europe, said: “While the NHS 10-year plan rightly places greater emphasis on the link between good nutrition and improved health outcomes, we are concerned that other recent policy proposals, if implemented, will lead to further consumer confusion.”

“The industry has invested heavily in reformulating products to reduce fat, salt and sugar so they can offer consumers healthier options at the checkout. If the same products were suddenly reclassified as ‘unhealthy’ it would undermine that effort and send mixed messages to consumers.”

“We encourage governments to work with industry, NGOs and health experts to ensure current and future policies move forward rather than slow progress.”

processing paradox

Danone claims that terms such as “UPF” (ultra-processed foods) are confusing to consumers. Although the term is widely used by media and influencers, there is no globally agreed definition and “it is not the basis for government policy,” Danon said. The overwhelming majority (88%) of nutritionists and nutritionists surveyed said that most people do not understand what UPF is.

While 72% of consumers believe processed foods are unhealthy and half (47%) actively avoid processed foods, 45% still seek products with additional benefits that require some degree of processing, such as protein or fiber.

Niamh Brannelly, head of nutrition and science communications at Danone, added: “Focusing on the amount of processing rather than the nutritional value of a product is causing unnecessary confusion. Products rich in fibre, protein, vitamins and minerals play an important role in a balanced diet and should not be classified as ‘unhealthy’ alongside products high in fat and sugar.”

“By not providing clear and consistent advice based on nutritional value, we risk making it harder for consumers to make healthier choices. It is important that we work together across the industry to provide policy and advice that makes it easier for consumers to identify healthier foods.”