Perceived Healthfulness, and Consumption of Ultra-processed Products Among Adults in South Africa

In low- and middle-income countries, such as South Africa, the rising consumption of ultraprocessed products (UPPs) poses a significant public health challenge. These products, which are heavily processed, tend to be high in sugars, fats, and salts but low in essential nutrients, thereby contributing to poor dietary quality and an increased risk of noncommunicable diseases (NCDs) like obesity, heart disease, and type 2 diabetes. Understanding how consumers perceive these products is crucial for designing effective public health interventions.

A comprehensive study supported by the NRF has shed light on the escalating consumption of UPPs across South Africa, linking it to the growing prevalence of obesity and NCDs. The study aimed to assess the perceived healthfulness, nutrient content awareness, consumption patterns, and purchase intentions regarding UPPs among South African adults. It also sought to uncover the sociodemographic factors influencing these perceptions and behaviours.

Using descriptive statistics and regression analysis, the researchers analysed responses from 1,951 adults aged 18–50 across all nine provinces. Without access to nutritional information, participants evaluated images of mock-branded UPPs, rating their healthfulness and purchase intentions. The findings revealed that only 13% considered fruit juice unhealthy, though over 40% were unaware of its high sugar content. In stark contrast, more than 82% recognised the unhealthfulness of potato chips and soda. This discrepancy points to significant nutrient content awareness gaps, particularly regarding sugar and fat.

Moreover, more than half of the participants reported consuming UPPs such as cereals, yogurt, and fruit juices daily or weekly, with particularly high daily consumption rates for breakfast cereals (25.9%) and flavoured yogurt (20.7%). High purchase intentions were noted for fruit juice (59%), breakfast cereals (50.3%), and flavoured yogurt (52.5%). The study highlights a prevalent misconception about the healthfulness of UPPs among South African adults, which significantly influences their consumption and purchasing behaviours.

To counter these misconceptions, a multifaceted approach is needed. This should include targeted public health interventions, such as improved product labelling, and comprehensive educational campaigns. These campaigns are urgently needed to enhance nutrient content awareness and promote healthier dietary choices.