Ultra-processed foods are not increasing sales as much as unprocessed foods

An article in Food Business News caught my eye: The companies most exposed to consumer UPF concerns. 

The article is based on an analysis by BNP Paribus, which tracks the effects of the new dietary guidelines on the food industry.

It looked at the percent of 12 food companies’ products that are ultra-processed (Nova 4 classification).

I had to look up Flowers Foods; they make popular bread brands.

Food Business News reports sales data:

Nova 1 products

• Outsell Nova 4 by 7%.
• Sales up 15% in yogurt, 10% in frozen meals and vegetables, 2.5% in fruit snacks and candy, 2% in nut butters and cereal/granola.

Nova 4 products

• Sales up approximately 2% in yogurt and less than 1% in cereals/granola
• Sales down 2.5% in nut butters, 2% in frozen meals and vegetables, and less than 2% in fruit snacks and candy

Comment

This could indicate a trend toward healthier diets, depending on what else people are eating.

It’s hard to know whether these trends are due to the new Dietary Guidelines, which recommended limits on ultra-processed foods, to the effects of GLP-1 drugs, or to inflation.

Whatever the reason, major food companies making lots of ultra-processed foods seem to be vulnerable right now.

I’m guessing they will be reformulating their products as soon as they can.