Abstract
BACKGROUND: The consumption of ultra-processed foods (UPF) is increasing in many countries. Simultaneously, there is a growing number of consumers that follow a vegetarian or vegan diet, many due to its possible positive impact on sustainability and food waste. However, little is known about attitudes towards and experiences with UPF among vegetarians and vegans. Thus, this study investigates vegetarians' and vegans' experiences with and attitudes towards UPFs. METHODS: We conducted semi-structured, individual interviews with 14 participants between September and December 2021. The participants were from different areas in Norway. The data were analysed using a thematic analysis by Braun and Clarke. RESULTS: In general, participants appeared to have diverse knowledge of and divergent attitudes towards UPFs. However, participants mainly associated substitute products (e.g. meat substitutes, dairy substitutes) as UPFs. They appreciated the increased availability of vegetarian and vegan UPF which made it easier for them to follow a plant-based diet. They enjoyed the taste and consistency of vegetarian and vegan UPF. However, participants expressed concerns about the effects that industrial processing has on the products' nutritional content. CONCLUSION: This study indicated that there was a diverse knowledge of and various attitudes towards UPFs among the participating vegetarians and vegans. Public information and guidelines about using UPF (e.g. meat substitutes, dairy substitutes) in vegetarian and vegan diets are needed, as well as information about their possible impact on health and sustainability.