However, research from Vypr showed that most consumers were unwilling to pay more for these products.
In its Consumer Horizon report, the company found that 41% of consumers would pay nothing extra for a product free from ultra-processed ingredients, while a further 44% would accept a premium of only up to 10%. According to Vypr, this would result in just 16% paying more than 10%.
Vypr reported that seven in ten (71%) consumers are concerned about the health impact of UPF, while six in ten (61%) say they are likely to reduce their consumption this year. Processed meats, ready meals and breakfast products were the categories where demand for cleaner alternatives was greatest, increasing pressure on manufacturers and brands to reformulate.
The findings also suggested that the biggest commercial opportunity lies not in premiumisation but in delivering reformulated products at near price parity with existing ranges.
The biggest barrier preventing consumers from reducing their UPF intake was cost, cited by 21% of respondents. This was followed by satisfaction with current diets (17%), lack of knowledge (15%), a lack of suitable alternatives (8%) and difficulty finding non-UPF products in store (8%).
Vypr recommends manufacturers simplify on-pack messaging
The report detailed how simple, clean-label messaging alone was unlikely to justify higher prices. When consumers were asked how much they would pay for a four-pack of bread buns carrying the on-pack claim “Only 9 ingredients”, willingness to pay was almost identical to an unlabelled version across every price point tested.
Ben Davies, founder of Vypr, commented: “The findings highlight a widening gap between consumer attitudes and purchasing behaviour. While concern over UPFs continues to rise, driven by media coverage and growing public awareness, shoppers still expect healthier alternatives to remain affordable. Consumers see cleaner, less processed food to be the norm rather than a premium proposition.”
The research also points to an opportunity for manufacturers and retailers to simplify how products are communicated. It shared how 40% of shoppers said they find it easy to distinguish between ultra-processed and less processed foods when shopping, while more than a third (36%) are unsure and almost a quarter said they find it difficult.
Vypr suggested that clearer front-of-pack messaging, more transparent ingredient information and improved in-store navigation could help consumers translate good intentions into purchasing decisions.
The research also found that consumers respond better to specific ingredient claims than broad clean-label messaging. “Sugar-free” was the most influential front-of-pack claim, selected by 25% of shoppers, ahead of “no artificial flavours” (18%), “additive-free” (15%) and “preservative-free” (12%).
Davies added: “The UPF debate has moved beyond awareness and into expectation. Consumers increasingly assume manufacturers should be doing the hard work of reformulating products without asking shoppers to foot the bill. That creates a significant commercial opportunity for brands that can remove unnecessary ingredients, keep prices competitive and communicate those improvements clearly on pack.”
