According to Gram Research analysis, 64% of Australian adults know about ultra-processed foods, but only 45% can correctly identify them when shopping. A 2024 national survey of 1,086 Australians found that while most people understand ultra-processed foods are unhealthy and contain artificial ingredients, they struggle to spot them in real products—particularly foods marketed as ‘healthy’ like multigrain bread and flavored yogurt.
A new survey of over 1,000 Australian adults reveals that while most people have heard of ultra-processed foods and understand they’re unhealthy, many struggle to identify which products actually count as ultra-processed. According to Gram Research analysis, 64% of Australians are aware of the term, and most can spot foods that aren’t ultra-processed. However, only 45% correctly identified ultra-processed items, with many people confused about foods like multigrain bread and flavored yogurt. The study shows that education level, gender, and prior knowledge all affect how well people can recognize these foods in real life.
Key Statistics
A 2024 cross-sectional survey of 1,086 Australian adults found that 64% were aware of the term ‘ultra-processed foods,’ but only 45% could correctly identify ultra-processed products when shown 20 food images.
According to the 2024 Australian survey, 85% of participants correctly identified non-ultra-processed foods, but multigrain bread and flavored yogurt were misclassified most often, suggesting marketing misleads consumers.
Research from a 2024 national survey of 1,086 Australians showed that women and people with higher education were significantly more likely to correctly identify ultra-processed foods compared to other demographic groups.
The 2024 Australian study found that participants most commonly associated ultra-processed foods with artificial ingredients, low nutritional quality, convenience, and affordability, with fast food and soft drinks cited as primary examples.
The Quick Take
- What they studied: How well Australian adults understand and can identify ultra-processed foods in their everyday shopping and eating
- Who participated: 1,086 Australian adults aged 20-64 who completed an online survey between June and July 2024. The group included a mix of education levels, genders, and backgrounds
- Key finding: While 64% of Australians know the term ‘ultra-processed foods,’ only 45% can correctly identify them when shown actual products. Most people (85%) can spot foods that are NOT ultra-processed, but struggle with the tricky ones
- What it means for you: Knowing that ultra-processed foods are bad for you is a good start, but many of us need help learning which foods actually fall into this category. This knowledge gap could make it harder to make healthier food choices
The Research Details
Researchers surveyed 1,086 Australian adults using an online questionnaire. Participants answered questions about whether they’d heard of ultra-processed foods, then took a practical test where they looked at images of 20 different food products and decided which ones were ultra-processed. The survey also asked open-ended questions like ‘What comes to mind when you think of ultra-processed foods?’ to understand what people actually think these foods are.
The researchers used special analysis tools to find patterns in how people answered. They looked at whether age, education, gender, and other personal factors affected how well people could identify ultra-processed foods. They also used a technique called ’triad sorting’ where people grouped foods based on similarities to understand what characteristics they associated with ultra-processed items.
This approach is important because it measures real-world knowledge, not just awareness. It’s one thing to say you’ve heard of ultra-processed foods; it’s another to actually recognize them when shopping. By testing people’s ability to identify actual products, researchers got a clearer picture of whether public health messages about ultra-processed foods are actually working
This is a solid national survey with a good sample size (over 1,000 people), which makes the results more trustworthy than a smaller study. The survey was conducted across Australia and included diverse participants. However, because it’s a snapshot in time (June-July 2024) rather than following people over months or years, we can’t say whether knowledge actually changes behavior or improves health. The study also relied on people’s honest answers, which could be affected by social desirability bias
What the Results Show
The survey revealed a significant gap between awareness and actual knowledge. While 64% of Australians had heard the term ‘ultra-processed foods,’ their ability to identify these foods was much lower. When shown 20 product images, only 45% correctly identified ultra-processed foods, while 85% correctly identified non-ultra-processed foods. This suggests people find it easier to spot what’s healthy than what’s unhealthy.
When people described what they thought ultra-processed foods were, they mentioned things like artificial ingredients, low nutritional quality, convenience, and affordability. Fast food meals and soft drinks were the most commonly mentioned examples. However, some foods confused people regularly—multigrain bread and flavored yogurt were misclassified most often, suggesting these ‘healthier-sounding’ products fool consumers.
Education and awareness made a big difference. Women, people with university degrees, and those who already knew about ultra-processed foods were significantly better at identifying them correctly. This suggests that education and prior knowledge help people develop better food recognition skills.
The study found that people’s mental image of ultra-processed foods was fairly accurate—they correctly identified key characteristics like artificial ingredients and low nutritional value. However, this general understanding didn’t always translate to identifying specific products. The confusion around foods like multigrain bread and flavored yogurt shows that marketing and product names can mislead consumers, even those with some knowledge about ultra-processed foods
This is one of the first large-scale studies to measure both awareness and actual knowledge of ultra-processed foods in Australia. Previous research has shown that ultra-processed foods are linked to obesity, heart disease, and other health problems, but less is known about whether the public understands what these foods actually are. This study fills that gap by showing that awareness alone isn’t enough—people need practical skills to identify these foods
The study only measured knowledge at one point in time, so we don’t know if people’s understanding changes over time or if better knowledge actually leads to eating fewer ultra-processed foods. The survey was conducted online, which may have excluded older adults or people without internet access. The study also didn’t explore why certain foods are misclassified or what would help people learn better. Finally, the sample was limited to Australian adults aged 20-64, so results may not apply to teenagers or older adults
The Bottom Line
If you want to reduce ultra-processed foods in your diet, don’t rely on product names or marketing claims alone. Learn to read ingredient lists and look for foods with few, recognizable ingredients. Pay special attention to foods marketed as ‘healthy’ or ’natural’—these are often misclassified as healthier than they actually are. Education and awareness matter: seek out reliable information about food processing from health organizations or nutrition professionals (Moderate confidence level based on this observational study)
Everyone interested in improving their diet should pay attention to these findings. People with higher education and those already interested in nutrition may find this easier to apply. However, the study suggests that people with less formal education may need additional support or clearer labeling to make informed choices. Parents choosing foods for their families should be especially careful about misclassified ‘healthy’ products
Changing your food choices based on better knowledge can happen relatively quickly—some people notice differences in energy and digestion within days or weeks. However, long-term health benefits like weight loss or disease prevention typically take months to become noticeable
Frequently Asked Questions
What percentage of Australians can actually identify ultra-processed foods when shopping?
Only 45% of Australians surveyed in 2024 correctly identified ultra-processed foods when shown product images, despite 64% being aware of the term. Most people (85%) could spot non-ultra-processed foods, showing a significant knowledge gap.
Which foods do people most often mistake for healthy options?
Multigrain bread and flavored yogurt were misclassified most frequently in the 2024 survey. These foods are often marketed as nutritious, but many contain added sugars and industrial ingredients that make them ultra-processed.
Does education level affect how well people recognize ultra-processed foods?
Yes. The 2024 Australian survey found that people with higher education, women, and those with prior awareness about ultra-processed foods were significantly better at correctly identifying these products than other groups.
What characteristics do Australians associate with ultra-processed foods?
According to the 2024 survey, Australians most commonly linked ultra-processed foods to artificial ingredients, low nutritional quality, convenience, and affordability. Fast food meals and soft drinks were the most frequently mentioned examples.
Can knowing about ultra-processed foods help me make better food choices?
Awareness helps, but it’s not enough. The 2024 study shows that knowing ultra-processed foods are unhealthy doesn’t automatically mean you can identify them. You need practical skills like reading ingredient lists to make informed choices.
Want to Apply This Research?
- Use the app to photograph and log the ingredient lists of foods you buy regularly. Track how many items per week contain artificial ingredients, added sugars, or more than 5 unrecognizable ingredients—these are markers of ultra-processed foods
- When shopping, use the app’s ingredient scanner feature to check products you typically buy. Start by replacing 2-3 regularly purchased ultra-processed items with less processed alternatives each week. Log your swaps to build awareness of which products fool you most often
- Weekly review: Check your app’s log of scanned products to identify patterns in which food categories or brands you’re buying most often. Monthly goal: Reduce the percentage of ultra-processed foods in your shopping basket by 5-10%. Use the app’s educational feature to learn about commonly misclassified foods like flavored yogurts and multigrain breads
This research describes public knowledge and awareness of ultra-processed foods in Australia and should not be interpreted as medical advice. While the study provides insights into how well people can identify ultra-processed foods, it does not establish that reducing ultra-processed food consumption will cure or prevent any disease. Individual dietary needs vary based on age, health status, medications, and other factors. Before making significant changes to your diet, especially if you have existing health conditions or take medications, consult with a healthcare provider or registered dietitian. This study is observational and does not prove that better knowledge of ultra-processed foods directly improves health outcomes.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.