# Consumer Perceptions and Attitudes Towards Ultra-Processed Foods
## 2 State-of-the-Art Review of Consumer Attitudes Towards Ultra-Processed Foods
### Key Features and Taxonomy of Ultra-Processed Foods  
The increasing presence of UPFs in modern diets has been propelled by advancements in food processing technology, evolving consumer lifestyles, and intensive marketing campaigns. The convenience, affordability, and extended durability of UPFs make them a preferred choice for many consumers despite growing concerns regarding their impact on health and well-being [15]. Recent trends in UPF consumption reflect several key developments:  
1. The expansion of functional UPFs--in response to increasing health consciousness, food manufacturers are reformulating UPFs by incorporating added vitamins, fibre, probiotics, and protein-enriched alternatives [9]. These so-called \"healthier\" UPFs aim to appeal to consumers looking for convenient yet nutritionally enhanced options. 2. Growth of plant-based UPFs--the demand for plant-based diets has led to a surge in UPFs marketed as vegetarian or vegan alternatives, such as meat substitutes and dairy-free products. While these products align with sustainability and ethical consumption trends, they often remain highly processed, containing emulsifiers and synthetic ingredients [16]. 3. Ultra-convenience in food innovation--the rise of ready-to-eat meals, instant snacks, and meal replacement products reflects a shift in consumer preferences toward faster and more effortless eating solutions. Many of these products prioritise convenience over nutritional value, contributing to an increased intake of ultra-processed foods [17]. 4. Sustainability challenges and reformulation efforts--concerns over environmental sustainability have prompted some manufacturers to explore eco-friendly packaging, reduce food waste, and develop \"clean-label\" UPFs with fewer artificial additives [18]. However, balancing sustainability with affordability and profitability remains a challenge. 5. Increased reliance on digital food marketing--brands leverage social media platforms, food delivery apps, and personalised advertising to target consumers with UPF promotions [19]. The use of influencer endorsements and algorithm-driven recommendations have contributed to the growing acceptance and appeal of UPFs, particularly among younger consumers. Ultra-processed foods exhibit distinct characteristics that influence consumer choices and dietary patterns. They can be categorised based on multiple criteria, each reflecting different aspects of their composition, processing methods, and market positioning. Nutritional profile: UPFs typically contain high levels of undesirable components while lacking essential nutrients such as fibre, protein, and vitamins. Some categories of UPFs have been reformulated to include functional ingredients [20]. Degree of processing: UPFs can be classified based on the intensity of industrial processing involved in their production. Some undergo extensive chemical modifications, such as hydrogenation or extrusion, while others rely primarily on artificial preservatives and stabilisers to enhance shelf life and taste. This classification helps differentiate between minimally processed, processed, and ultra-processed food categories [21]. Marketing and branding strategies: The promotion of UPFs heavily depends on digital marketing, social media advertising, and influencer endorsements. Companies use targeted advertising campaigns, leveraging consumer behaviour data to increase brand visibility and sales [22]. Additionally, the rise of plant-based and \"healthier\" UPFs reflects shifting consumer preferences influenced by wellness trends and environmental concerns. Consumption context: UPFs can also be categorised based on their role in daily nutrition. Some are designed as meal replacements, such as protein bars and instant soups, while others function as snacks or indulgent treats, like packaged sweets and processedmeat products. The convenience and affordability of these products make them appealing across different demographic groups [23].