The food and beverage industry is constantly evolving, with new trends and technologies shaping the way we produce, distribute, and consume food. A recent study published in the journal Food Quality and Preference explored consumer perceptions of processed food and how they align with official classifications.
The study focused on the NOVA classification system, which categorizes food based on the degree and purpose of processing. Foods are classified as unprocessed or minimally processed (score 1), processed culinary ingredients (score 2), processed foods (score 3), or ultra-processed foods (score 4). The researchers wanted to see if consumer perceptions of health and processing levels matched those classifications.
To gather data, the study conducted an online survey with 498 participants. They were asked to provide their first associations with food products produced by the food industry. The most common associations with processed foods were convenience, unhealthiness, and additives, while positive evaluations and healthiness were far less frequent.
Participants were then asked to rate their feelings about “food processed by the food industry” on a scale of 5 to -5. Finally, they were shown images of 27 food products without brand names and asked to rate their perceived healthiness and processing level on a scale of 1-100. These perceptions were compared with the product scores given by the Nutri-Score and NOVA system.
The results showed that consumers’ perceptions of healthiness aligned with the Nutri-Score ratings, while their perceptions of processing levels aligned with the NOVA scores. This suggests that consumer instincts about these factors are often accurate.
However, the study also highlighted some problems with the NOVA system. One of the main criticisms is that it focuses only on ingredients rather than processing itself. This lack of clarity in classification may lead to inconsistent labeling of products and confusion among consumers. Additionally, the simplicity and inflexibility of the NOVA system may discourage government and industry efforts to improve the nutritional content of food.
In conclusion, understanding consumer perceptions of processed food is crucial for the food and beverage industry. The NOVA classification system can provide valuable insights, but it should be complemented with other measures like the Nutri-Score to create a more comprehensive understanding of food healthiness. By incorporating consumer feedback and focusing on improving the overall diet, the industry can better meet the needs and preferences of consumers.
Source: Food Quality and Preference. “Perceived degree of food processing as a cue for perceived healthiness: The NOVA system mirrors consumers’ perceptions.” Published on August 2023. Doi: https://doi.org/10.1016/j.foodqual.2023.104944. Authors: A. Hassig, C. Hartmann, L. Sanchez-Siles, M. Siegrist.
