Introduction: Addressing overconsumption of ultra-processed food and drink is a global priority to reduce diet-related burden of disease. A simple way to enable consumers to identify which foods and drinks are ultra-processed is important. This study aimed to explore (1) consumer confidence and ability to recognise ultra-processed foods and (2) extent of consumer support for front-of-pack UPF advisory labels/statements.
Methods: A nationally representative online survey of 1,505 Australians (aged 18+ years) was undertaken in September 2022. Participants responded to questions regarding their confidence in classifying ultra-processed products and their support for UPF front-of-pack labelling. Participants were shown two versions of the same store-bought pizza, the first showing an image of the cooked pizza and the second showing an image of the packaged pizza. Participants were asked to classify each version as ‘ultra-processed’, ‘processed’ or ‘minimally processed’, and to specify what prompted their decision.
Results: 31.1% of respondents were very/extremely confident in their ability to classify foods/drinks as ultra-processed (32.1% moderately confident; 36.8% not confident). More respondents correctly identified the pizza as ‘ultra-processed’ when viewing its original packaging (62.3%) [31.9% indicated ‘processed’; 3.8% indicated ‘minimally processed’] vs. when it was presented with no packaging (44.4%) [41.5% indicated ‘processed’; 6.1% indicated ‘minimally processed’]. Participants most frequently mentioned ‘processed’ and ‘ingredients’ when explaining what prompted their classification, regardless of whether they chose the ‘ultra-processed’ or ‘processed’ category. Most respondents (82.9%) agreed that ultra-processed products should be clearly identified with front-of-pack UPF advisory labels/statements.
Conclusion: Packaging helped consumers to correctly identify a product as ultra processed. The result showed also showed clear support for UPF advisory labels. Front-of-pack UPF advisory labels offer an opportunity to improve consumer confidence and decision making regarding ultra-processed products.