We set out to find the truth about the health profile in supermarket aisles, in the US and in Europe. Not on the obvious junk food, but on staples, ie, the more basic foods. On circa 10,000 products tested, here’s what we found and our take on how to turn the tide…
GoCoCo’s Laura Guinovart and Bertrand Amaraggi collaborated with behavioural expert Wendy Wood, Jaime Giménez Sánchez and Yolanda Fleta Sánchez from Nutritional Coaching and Andrea de la Garza Puentes to conduct a thorough study on the offer profile of 9,601 staple foods in the US and Europe.
We analyzed staple food products (bread, canned goods, cereals, eggs, milk, vegetables and yogurt) stocked in U.S. supermarket chains (Walmart, Target, and Whole Foods), France (Carrefour), and Spain (Mercadona). Using an algorithm that identifies ultra-processed foods values based on the NOVA and Food and Agriculture Organization of the United Nations guidelines, we identified the UPF prevalence and average number of ultra-processed food markers (cosmetic ingredients/additives). 🧐
Turns out, the majority of staples are ultra-processed foods – 58% to be exact – in US mainstream supermarkets.
Take a breath to digest that… OK, now let’s dive in !
The numbers are staggering for mainstream supermarkets staples available in Walmart and Target:
- ultra-processed foods account for 58%
- The ultra-processed foods on offer include on average 3.6 UPF markers: those are cosmetic ingredients/additives, used like make-up, to economically make products more appealing to consumers.
However, it is not all doom and gloom: if you shop in quality food stores like Wholefoods, then those indicators greatly improve:
- 41% of staples are ultra-processed foods
- 2.2 UPF markers on average
It’s not yet as balanced as our nutritionists (who care about your health) would like, but that’s quite a remarkable improvement.
This said, if you cannot access or cannot afford to shop in premium food stores, you are back to square 1: stuck in a mainstream supermarket playing a real scale game of “Find Waldo”, trying to find a healthy jar of beans. So no, it’s not your fault.
In Europe we looked into 2 mainstream supermarkets, in 2 different countries : Mercadona (Spain) and Carrefour (France):
- 41% of staples are ultra-processed foods
- 2.6 UPF markers on average
That’s right: in Europe, mainstream supermarket leaders rank at the same level of US premium food stores. This is good news, as it means that in Europe, mainstream brands have managed to make it work for them (both are main players of the retail market space), and for consumers: the “Find Waldo” game is at a level for beginners.
Status quo: in the US, how are consumers expected to make healthy choices when even in staples, almost ⅔ are ultra-processed? If a better balance is only available at premium quality stores, are consumers stuck with having to choose between affordability and health ?
Thankfully, there is a silver lining: if mainstream brands can make it work in Europe, why shouldn’t US mainstream stores be able to improve their offer profile… ?
We’ve established that it cannot all be down to the consumer: the data has shown that that would be wholly unrealistic. So, steps towards improving US consumer’s choices and diets also lie in government policies that prioritize less processed foods, food products reformulation (by this we do not mean “disguise”), health professionals and in particular dietitians one-to-one advice, as well as consumer tools that empower them to identify UPFs and alternative healthier products as they shop.
That’s where GoCoCo App contributes, like a magic wand to help you both:
- Detect ultra-processed foods and score products
- Provide alternative options (ie “we'll find Waldo for you”)
Hungry for more details? Read the full article.
Article written by Lynne Bouchy, Dietitian student and Laura Guinovart Martín, certified Dietitian and Nutritionist; Specialized in TCA, Obesity and Food Development and Design; Nº Col:CAT002123
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