LONDON, UK – July 2025 — Ultra-processed foods (UPFs) now make up over 60% of the British diet, and a new survey from Lifesum, the nutrition tracking app, reveals the toll: 68% of UK adults say UPFs are harming their mental and physical wellbeing, yet most can’t identify them on a label. In fact, 61% say defining a UPF is more confusing than doing their taxes - even as recent global research links them to early death, heart disease and diabetes (source).

The nationally representative survey of 5,000 adults, conducted in June 2025, paints a picture of widespread confusion, dependency and frustration.

42% believe they’re addicted to ultra-processed foods, and 54% have tried and failed to cut back, citing cravings (44%), convenience (39%) and not knowing what to replace them with (31%).

“We’re sleepwalking into a national health crisis,” says Signe Svanfeldt, Lifesum’s Lead Nutritionist. “People know something’s wrong - but they’re overwhelmed, misinformed, and misled by packaging that presents ultra-processed products as healthy.”

Striking Knowledge Gap:

• 61% say defining a UPF is more confusing than doing their taxes
• 72% were surprised to learn oat milk, vegan meats and protein bars are considered UPFs
• Only 12% feel very confident spotting a UPF on a food label

Consequences Beyond Confusion:

• 68% say UPFs negatively affect their mood, energy, productivity or burnout
• 41% believe their mental health struggles may be linked to what they eat

Growing Public Pressure:

• 77% want food companies to be legally required to label UPFs clearly
• 66% think governments should introduce health warnings, with nearly a third calling for regulation similar to tobacco

Future Generations:

• 78% of parents said they want their children to mostly or entirely avoid UPFs

“This is no longer just a nutrition issue - it’s a societal one,” adds Svanfeldt. “We need education, transparency, and tools that empower people to make healthier choices without guilt or confusion.”

Lifesum’s research arrives as policymakers and campaigners push for stronger regulation of ultra-processed foods - now a dominant force in the modern UK diet. The company is calling for clearer front-of-pack labelling, AI-powered food tracking, and a public awareness campaign to help consumers understand what UPFs really are - and how to avoid them.

Media Enquiries: Signe Svanfeldt, Lead Nutritionist at Lifesum, is available for media interviews.
Media contact: Harry Cymbler, Hot Cherry PR, harry@hotcherry.co.uk

About Lifesum
Lifesum is a leading global AI-powered platform for healthy eating, designed to help you make smarter food choices and develop sustainable eating habits, whether your goal is to achieve a healthy weight or enhance long-term health. By offering a holistic approach to wellness, Lifesum shows how nutrition affects key areas such as sleep, exercise and mental wellbeing. The platform provides personalised nutrition insights, recipes, meal plans, diets and tracking tools for both food and exercise. Discover more at Lifesum.com