Ultra-processed food has been one of the hot topics of 2024 and whilst some may claim that this is yet another health fad, research by Mintel has revealed that many European consumers believe the concerns are here to stay.¹
In the UK specifically, the negative impact of heavily processed food on the gut has been widely reported. As such, in a 2024 survey, 77% of British respondents indicated that they were concerned about ultra or over processed foods, second only to food prices (88%).² In the same survey, more than a quarter of Brits (27%) stated they were concerned about the safety of food imported from outside the UK.
With stringent standards and full traceability throughout the 27 Member States, the EU is in a privileged position to guarantee both safety and quality of food imports. In addition, thanks to the EU’s protected geographical indicators, many foods have been produced in the same way for centuries, using traditional practices and with minimal use of artificial additives.
Simon Atkins, an expert on the UK and EU bakery industry and advisor to the EU’s ‘More Than Only Food & Drink’ campaign, explains how concerns about ultra-processed food are impacting consumer habits in the bread sector. He says: “We are seeing a lot of discussion about ultra-processed food and that is leading people to seek out products which are made in a more traditional or artisan way.
“Sourdough is an example of this. There are different variations made across Europe – from pain au levain (French sourdough), a traditional bread made with wild yeast to create rustic, crusty loaves with a mild tangy flavour, to Denmark’s rugbrød, a traditional sourdough rye bread that is dense and hearty, made with whole rye grains, seeds, and a natural sourdough starter.”
In addition to being less processed than breads made using the Chorleywood Bread Process, many EU breads are richer in fibre, which is considered key to a healthier gut.³ Rye, a popular ingredient in German and Scandinavian breads, has more soluble fibre than wheat and is unique in that it has a high level of fibre in its endosperm, as well as in its bran.
“Traditional breads which have been made in Europe for centuries are known for the quality of the ingredients, the fermentation process and the inclusion of ingredients such as seeds and grains. As people become more switched on to the risks of too much ultra-processed food, we are seeing a rise in UK demand for these European-style sourdough and rye breads,” adds Atkins.
“An appreciation for traditional methods of bread-making and greater awareness of the ingredients will continue to feed into the UK market as demand increases and shoppers become more willing to pay a premium for breads crafted using traditional methods and natural ingredients.”
The 30 plant-based ingredients a week requirements
In 2018, the British and American Gut Project announced the results of the largest ever microbiome study, revealing that people who ate more than 30 different plant-based foods in a week had more diverse microbiomes than those who consumed 10 or fewer.⁴
Many traditional and artisanal EU breads and baked goods contain whole grains, seeds and spices which all count towards the 30 a week target. In addition, the EU is also well placed to meet consumers’ aspirations to enjoy a wider range of fruit and vegetables in their diet.
According to Veryan Bliss, who has more than 30 years of experience in senior technical and commercial roles within global fresh produce supply chains, and is an advisor on the fruit and vegetable category for the EU’s ‘More Than Only Food & Drink’ campaign: “The EU’s diverse range of microclimates – from the sun-soaked Mediterranean to cooler northern regions – plays a crucial role in supporting the year-round production of fresh produce.
“This geographical diversity ensures a steady supply of seasonal produce, often complementing the UK’s own growing patterns. When certain crops are out of season in the UK, EU producers support the offer, ensuring that UK retailers can offer a consistent, high-quality selection to consumers throughout the year.”
Bliss adds: “European fruits and vegetables are exceptionally safe, thanks to rigorous safety standards enforced across the EU. The most widely adopted and recognised certification for responsible agricultural production is GlobalGAP, with GAP representing Good Agricultural Practice.
“These standards encompass food safety, crop health, traceability and the environment. In the fresh produce sector, the EU also has specific quality and food safety controls in place to monitor the presence of chemical residues, and microbial contamination and product quality, further safeguarding the integrity of the produce supplied.”
Ingredients to meet consumer demand
With its stringent quality and safety standards, year-round supply and plant-based regulations that go beyond global requirements, the EU provides a wide-ranging source of nutrition for consumers looking to place a greater focus on the quality, authenticity and traceability of the food in their diets.
Find out more information about the EU’s More Than Only Food & Drink campaign.
References
1. Data by Mintel.
2. Advisory Committee for Social Science. Consumer concerns, beliefs and behaviours around ultra-processed foods.
3. BakeTran. The Chorleywood Bread Process.
4. McDonald, D.; et al. American Gut Consortium; Knight R. American Gut: an Open Platform for Citizen Science Microbiome Research. mSystems. 2018 May 15;3(3):e00031-18.
