A qualitative exploration of young consumer attitudes towards the consumption of ultra processed foods (UPFs)

Background : Ultra processed foods (UPFs) are widely considered to have negative health impacts, particularly associated with non-communicable diseases (NCDs) such as obesity, type 2 diabetes, and cardiovascular disease. However, their consumption continues to rise globally, driven by convenience, affordability, and extensive marketing. This study aims to understand young consumers' knowledge and perceptions of ultra processed foods (UPFs), identify factors influencing their attitudes and dietary behaviours, and assess the impact of health awareness on UPF consumption. Methods : Qualitative data was gathered through semi-structured focus group interviews involving a sample of 11 university students, aged 18–25 years, of mixed gender, studying non-nutrition-related degrees. Data was analysed according to the principles of content analysis and followed an iterative approach. Results: The findings indicate that while many participants demonstrated a solid understanding of UPFs and their connection with high-fat, salt, and sugar (HFSS) content, these foods were still a significant part of their diets. Key factors driving UPF consumption included affordability, convenience, and emotional satisfaction, demonstrating the disconnect between nutritional awareness and practical dietary choices. The research also highlights the role of marketing and media in shaping perceptions, with misleading information often creating confusion around the healthiness and categorisation of certain UPFs. Conclusions: The results highlight the need for marketing strategies that enhance the availability and affordability of whole, nutritious foods for young adults. Findings also stress the importance of public health initiatives that simplify the identification of UPFs. Further research is required to examine diverse consumer groups and refine interventions aimed at reducing UPF consumption while promoting healthier, balanced diets.