Decoding the Aisle: Decision-Making Behind Ultra-Processed Food Choices

Kirsty Newman, Decoding the Aisle: Decision-Making Behind Ultra-Processed Food Choices

Winner - University of Canterbury VYT local competition (2024)

Transcript:

Food choices play a crucial role in our health, well-being and the environment. But lurking among our supermarket aisles are hidden dangers ultra-processed foods.

Shockingly around 70% of New Zealand’s supermarket shelves are dominated by these ultra processed foods, which are linked to many health concerns, from cancer to cardiovascular diseases right through to poor mental health.

Ultra-processed foods, as defined within the NOVA classification system, are foods with ingredients you wouldn’t find in your home kitchen, and they are designed to be addictive, convenient and highly profitable.

Our study aims to identify the factors influencing consumer decision making when it comes to packaged foods. Do New Zealanders understand what ultra processed foods are? And what is influencing their choice when purchasing packaged foods. Could understanding this lead to a shift in behaviour towards healthier and more sustainable food choices? If so, we could all potentially live happier and healthier lives.