The rise in consumption of ultra-processed foods (UPFs), such as sodas, snacks, and ready-to-eat meals, continues globally, despite growing awareness of their negative health impacts. This article delves into the mechanisms employed by food manufacturers that contribute to this trend.
By Kelly Garton and Boyd Swinburn for The Conversation
UPFs constitute about 70% of the packaged food products available in grocery stores, and an even higher percentage can be found in convenience outlets.
In our recent study, we investigate how companies that manufacture these foods leverage psychological triggers to present their products as the most appealing, satisfying, and convenient options available.
We demonstrate that UPFs are intentionally crafted to foster cravings and increase consumption. They are marketed broadly, especially toward children, portraying themselves as the tastiest and most cost-effective choices, all while concealing numerous health risks.
Our tendency to gravitate toward UPFs is no mere coincidence. Manufacturers employ a variety of strategies, many of which capitalize on human instincts and behaviors.
Understanding Our Preference for UPFs
UPFs represent the highest level of food processing. As discussed in the medical journal The Lancet, these products are commercial concoctions made from inexpensive ingredients derived from whole foods and combined with additives, resulting in end products that contain little to no actual whole food.
These items are heavily advertised and predominantly produced by major global corporations.
However, diets high in UPFs are associated with an increased risk of various serious health issues, including obesity, type 2 diabetes, hypertension, cardiovascular disease, cancer, chronic kidney disease, depression, and even premature death.
Our research poses the question: Why do we consume diets rich in UPFs despite being aware of their health drawbacks? To address this, we broadened our scope to examine the systems involved in the development, production, and marketing of UPFs, and how human behavior intertwines with these processes.
We reviewed a decade’s worth of research on the food science and marketing of UPFs, collaborating with specialists to create visual maps that illustrate how these systems function.
These visualizations, known as “causal loop diagrams,” highlight reinforcing feedback mechanisms that drive the system toward one ultimate goal: increasing UPF sales.
We discovered that the system comprises numerous interconnected loops that incorporate aspects of human behavior and biology as essential components.
Crafted for Maximum Consumption
One such feedback loop involves the combination of addictive ingredients, particularly refined carbohydrates and fats. Biologically, these ingredients activate reward pathways between the stomach and brain, and their combined effect can lead to addictive behaviors.
These components can be blended in various ratios to target sensory “sweet spots,” thereby maximizing pleasure and craving while minimizing adverse reactions.
Additionally, certain processing methods can thwart the body’s natural sensations of fullness or accelerate digestion, providing a fleeting sense of “reward” that compels us to seek more and more rapidly.
Marketing Tactics Behind UPFs
From a marketing perspective, UPFs are designed for convenience—easy to store and consume—while appealing to consumers’ desire for value.
A range of promotional strategies are utilized to capture attention and create an illusion of healthiness, especially in campaigns aimed at children, which often incorporate elements of popular culture that emphasize fun and excitement.
Another feedback loop involves the collection of complex data about consumer purchasing behavior, which informs targeted advertisements on social media. This approach effectively drives sales and further enhances data collection to refine marketing strategies.
In total, we identified 11 distinct reinforcing feedback loops. Our study is the first to illustrate this intricate web within the UPF system, which is essentially designed to encourage increased consumption and displace healthier dietary choices.
This product-centric system also links with broader feedback loops that affect economic and financial dynamics in the global UPF production landscape.
This issue is particularly significant given that unhealthy diets and excess weight contribute to 18% of preventable premature deaths and disabilities in New Zealand, both of which are closely associated with high UPF consumption.
Regrettably, national nutrition surveys in New Zealand have not been conducted since the early 2000s, requiring reliance on data from similar countries like Australia, which indicates that UPFs comprise approximately half of our energy intake.
Addressing the UPF Challenge
The prevalence of high-UPF diets is not merely a matter of individual choice or willpower; it stems from a systematically engineered environment.
Our research highlights how children are particularly vulnerable to the manipulative tactics of the UPF industry. International experts have classified UPFs as a major global health concern, advocating for strong government regulations to mitigate these mechanisms.
Some progress has already been made in other regions, especially in Latin America. New Zealand could adopt measures already in place in countries that impose taxes on UPFs and sugary beverages, restrict advertising aimed at children, enforce stringent front-of-pack labeling, and ensure transparency in governmental lobbying activities.
Inaction is not an option. A reassessment of our food system is essential to ensure it effectively nourishes current and future generations.
Author Kelly Garton is a Senior Research Fellow in Population Health at the University of Auckland; Boyd Swinburn is a Professor of Population Nutrition and Global Health at the University of Auckland
This article was republished from The Conversation under a Creative Commons licence.
