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Danone calls for unified definition of ‘healthy’

Danone is calling on government and industry stakeholders to develop a unified definition of “healthy” in order to reduce consumer confusion and encourage reformulation.

The France-headquartered multinational manufacturer recently published Danone Consumed: Nutritional Behaviour Index, a report which consulted 5,000 UK adults and 200 dietitians and nutritionists to find out what changes could be made to encourage consumers to make healthier choices.

The data showed that 65% of consumers say, “clearer nutritional labelling” would help them make healthy choices and 94% of dietitians and nutritionists say that “most people want simple guidance”.

To encourage healthier choices, the report stated that “the goalposts need to stop shifting and we need a unified definition of healthy that works for everyone”.

James Mayer, president of North Europe at Danone said: “This lack of clarity risks undermining years of reformulation and innovation efforts across the food industry – including work that has helped ensure over 90% of Danone’s products are non‑HFSS [high in fat, salt, and sugar].

“That’s why we’re calling on government, industry, NGOs and health experts to work together to guide policy and land on a unified definition of ‘healthy’ that turns confusion into clarity and talk into action.”

Both consumers and health professionals alike said that current efforts to support healthy eating choices are not adequate, with consumer confusion, conflicting research and transparent communication being some of the major hurdles, the survey found.

Consumer confusion

One of the main obstacles for consumers is inadequate information when it comes to making healthier choices. The data revealed that almost half (47%) of consumers have avoided buying or consuming food they consider ultra processed, yet only 59% of consumers say they understand the term at least somewhat, and 88% of dietitians say that most consumers don’t fully understand what ultra processed foods (UPFs) are.

Niamh Brannelly, head of nutrition and science communications at Danone, said: “There is no universally agreed definition of UPFs among scientists and academics, and the terminology can create unhelpful confusion for shoppers.”

The research also revealed that 72% of consumers believe that processed food is unhealthy, despite there being no consistent scientific evidence to support it. More confusion arises when only 47% of dietitians and nutritionists say reducing UPFs should be a priority, and instead place more emphasis on nutritional balance, such as prioritising fruit and vegetables (89%), hydration (85%), and fibre (84%).

Zara Hiridjee, registered associate nutritionist, said that consumer confusion can be attributed to packaging and messaging which highlight only one positive feature, while overlooking the bigger nutritional picture.

“Foods marketed as low-fat, vegan or low-calorie may still be high in added sugars, refined ingredients or additives, which leaves many consumers feeling misled and increasingly distrustful of health claims” Hiridjee said.

“Terms like ultra processed and fortified also add confusion, as some processing improves safety and shelf life, and fortification can help address nutrient gaps, but consumers are rarely given clear, practical explanations to help them understand the difference.”

Plain and simple

The report findings revealed that nutritional labels are the most used and trusted source of health and nutrition information for food and drink at 23%, ahead of public sector websites at 19% and GPs at 9%.

Hiridjee said that this is where industry and government have an important role to play in rebuilding trust “through clearer labelling, transparent communication around processing and nutrient quality, and reformulation efforts that genuinely improve fibre, protein and micronutrient content rather than simply shifting ingredients to meet marketing trends”.

She added that defining what healthy means should focus on nutrient density, balance, and how foods support sustainable eating habits in real life.

Looking ahead

Improving awareness, clearer guidance, and simpler on-pack information are all pathways into a unified definition of ‘healthy’.

When Danone asked dietitians and nutritionists the one change they’d make to help people make healthier food choices, the top three answers were improving nutritional education and/or understanding at 35%; improving affordability of healthy foods at 32%, and promoting healthy eating behaviours at 21%.