Background: Australian adults are high consumers of ultra-processed foods and drinks, which increases their risk of poor health outcomes such as overweight/obesity, type 2 diabetes, and cardiovascular disease. Public awareness of ultra-processed foods remains limited despite growing evidence linking their consumption to adverse health outcomes. This study aimed to develop insights into consumers’ understanding and knowledge gaps regarding ultra-processed foods and drinks.
Methods: A total of 12 focus groups (n=72) were conducted with Australian adults aged 18-64 years in October/November 2025. A semi-structured discussion guide was used to explore familiarity and understanding of ultra-processing, perceptions of ultra-processed food consumption, and their potential health risks. Audio recordings were transcribed and analysed thematically.
Results: While the term ‘ultra-processed food’ was unfamiliar to many participants, the concept of ultra-processing was intuitively associated with harm. Participants commonly described ultra-processed foods as factory-made products containing additives, long ingredient lists, and unfamiliar ingredients. However, difficulties distinguishing processed from ultra-processed foods contributed to underestimation of personal consumption. Participants recognised that consumption was largely driven by taste, convenience, and affordability. When discussing health impacts, participants related more strongly to immediate and personally relevant consequences, such as increased hunger, weight gain, and altered gut health, than to longer-term risks including type 2 diabetes, cardiovascular disease, and cancer.
Conclusion: Consumers appear receptive to the concept of ultra-processing but lack the knowledge needed to identify ultra-processed foods and assess their own consumption. Communication strategies may be more effective when they emphasise recognisable product characteristics, food manufacturing practices, and immediate health effects that consumers perceive as personally relevant.