Britons 'Overwhelmed' by Conflicting Healthy Food Advice, Survey Reveals
A comprehensive new survey has uncovered that British consumers are feeling "overwhelmed" by complicated and contradictory nutrition advice when trying to make healthy food choices. The research, involving 5,000 UK adults and 200 nutrition professionals, highlights a growing public confusion that experts attribute largely to the influence of social media platforms.
Widespread Confusion Over Healthy Eating Guidelines
The survey found that approximately two-thirds (66%) of British adults find healthy eating advice confusing and are calling for the government to provide a clearer definition of what constitutes "healthy food." While most consumers can identify when products are high in salt or sugar, more complex terminology is causing significant misunderstanding.
Particularly problematic is the term 'UPF' (Ultra Processed Food), with 88% of respondents admitting they don't understand what this classification means. Despite this confusion, 72% of consumers view processed foods as unhealthy, and half actively avoid them. Interestingly, 45% still seek products with added benefits like protein or fibre - which inherently require some level of processing.
Social Media Blamed for Nutrition Misinformation
Nutrition experts point to social media as the primary culprit for bombarding consumers with conflicting advice. Registered nutritionist Rob Hobson explained to The Independent: "It's largely been driven by social media, where nutrition messages are often taken out of context, oversimplified, or deliberately sensationalised."
He added: "In many cases, the loudest voices aren't coming from a public-health perspective at all but from people with alternative motivations." This phenomenon has created a landscape where influencers promote extreme diets - from meat-only regimens to exclusively plant-based approaches - leaving consumers uncertain about which guidance to follow.
Government Guidelines and Industry Response
The survey findings from food and beverage company Danone North Europe emerge as the government publishes an updated nutrient profiling model (NPM). This revised framework, used to determine which products fall into the "less healthy" category, introduces stricter thresholds for sugars - including both added sugars and those naturally present in syrups, honey, juices, and purees.
This reclassification affects more desserts and foods that parents might mistakenly consider healthier options, such as certain sweetened breakfast cereals and fruit-flavoured yoghurts marketed specifically to children. Meanwhile, new advertising restrictions banning "less healthy" food and drink promotions between 5.30am and 9pm, plus online restrictions at any time, have recently come into effect - though these were based on guidelines over two decades old.
Expert Calls for Simpler Messaging and Stronger Regulation
An overwhelming 91% of dietitians and nutritionists surveyed agree that the public is "overwhelmed" by conflicting nutrition advice. Nutritionist Kim Pearson, specialising in weight loss, told The Independent: "In addition to clearer public health messaging, there needs to be stronger action on the marketing of ultra processed foods, especially when it comes to claims that lead people to believe a product is healthy, when in truth it is not."
She explained that UPFs typically come in packets, contain more than five ingredients including additives like thickeners, stabilisers, flavourings or preservatives - though she acknowledged there's no universally agreed definition. Food scientist Gunter Kuhnle from the University of Reading added that UPF "is a term that not even nutritionists and activists seem to be able to agree on" and can make people feel "guilty about certain foods."
Returning to Basic Dietary Principles
Instead of focusing on confusing terminology, experts urge a return to fundamental dietary principles. Mr Kuhnle suggested: "I think the very old-fashioned and boring 'balanced diet' advice is probably a good start. Adding fruits and vegetables and making snacks an actual treat and not a regular occurrence is also a sensible idea."
Mr Hobson argued that clear, evidence-based dietary guidelines already exist in the UK, but people aren't following them. Current statistics reveal that only three portions of fruit and vegetables are consumed daily on average (not the recommended five), while just 5% of men and 2% of women meet the 30g daily fibre target.
He concluded: "The issue isn't a lack of guidance, it's that people are being distracted by advice that feels more exciting, more extreme, or more headline-grabbing." The Department of Health and Social Care has been approached for comment regarding these findings and the public's call for clearer nutritional guidance.
