"We know our customers are on the lookout for foods which are not processed, or are minimally processed, and there's been a raised interest in age-old techniques due to this trend," said Waitrose's innovation manager Lizzie Haywood.
Awareness around processed foods has been on the rise for a while, helped, in part, by best-selling books like Ultra-Processed People, which highlight the risks they pose to mental and physical health.
The report found that 61% of home cooks are concerned about UPFs, which has inspired them to cook food from scratch more now than a year ago.
Shoppers are increasingly keeping a distance from foods that claim to be low fat or have artificial sweeteners, opting for traditional ingredients they once shunned as not being healthy enough.
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