Summary
This cross-sectional survey of 939 Brazilian consumers examined comprehension of the term 'ultra-processed foods' and the NOVA classification system, which has been used as a policy reference in Brazil for eight years. Although 81.9% of respondents reported knowing the term UPF, the majority (78.2%) defined it simply as 'foods that have gone through many processes in industry', suggesting substantial conceptual confusion. The authors conclude that whilst UPF terminology is superficially familiar to Brazilian consumers, genuine understanding remains limited, warranting improved communication and clearer classification systems.
Regional applicability
This study conducted in Brazil directly addresses consumer communication challenges with food classification systems that have global relevance, including the United Kingdom where NOVA and UPF terminology are increasingly referenced in public health discourse and food labelling discussions. The findings suggest that similar comprehension gaps may exist in UK and other populations, indicating a need for clearer consumer education around processing classification regardless of geography.
Key measures
Self-declared knowledge of UPF (yes/no); consumer definitions of UPF; self-assessment questions on understanding of UPF concept
Outcomes reported
The study assessed consumer understanding and self-perceived knowledge of the term 'ultra-processed foods' (UPF) among Brazilian adults using a questionnaire. Findings revealed widespread confusion about UPF terminology despite self-reported familiarity with the term.
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