Ultra-Processed Foods and Consumer Perception: What Today’s Shoppers Really Think

According to one report by Ballad Brief, over 50% of daily calories in the United States come from ultra-processed foods. This puts significant pressure on CPG brands, flavor companies, and retailers who must meet fast-changing ideas of what “healthy” looks like. 

Some shoppers want short ingredient lists, while others seek products touting functional benefits like extra protein or improved energy. Modern tools can now pinpoint how these preferences evolve in real time, allowing brands to stay ahead.

Let’s explore concerns around ultra-processed foods, how “healthy” is interpreted by U.S. shoppers, and how businesses can realign products with natural ingredients to match healthy eating trends.

What are ultra-processed foods?

Ultra-processed foods go beyond typical steps like canning or freezing. They often include refined sugars, synthetic flavors, and additives you wouldn’t find in a home kitchen. Sugary cereals, packaged snacks, and instant meals commonly fit this category.

Consumers worry that these convenience products may overshadow more nutrient-dense items in the American diet. Keeping an eye on healthy eating trends is essential for brands hoping to maintain trust and grow sales.

The evolving definition of “healthy”

Clean labels vs. functional benefits

For some people, “healthy” means minimal artificial components. Others want added benefits—such as vitamins, probiotics, or longer-lasting energy. Brands that respond to both demands by using natural ingredients for flavor and function can gain an edge.

How advanced tools identify shifts in consumer mindset

Modern technology captures real-time chatter about trending diets, taste preferences, and brand loyalty. This reveals deeper motivations—far more than raw purchase data alone. A surge in searches for fruit-infused drinks, for example, could signal prime opportunities for new product ideas.

Ultra-processed foods & consumer perception

Key concerns and misconceptions

Shoppers read about ultra-processed foods being linked to issues such as obesity or nutrient deficits. Not every convenience item is automatically unhealthy, but the combination of refined sugar, excess salt, and chemical additives can be off-putting. A brand’s reputation can suffer if consumers doubt product quality or transparency.

Signs of change in the market

Many brands now substitute artificial sweeteners with natural ingredients. This is particularly noticeable in energy drinks, where cranberries and watermelon might replace synthetic flavors. Tastewise’s AI recipe creator can guide such innovations—like crafting a Natural Energy Boost Drink that aligns with consumer demands for simpler, more authentic options.

Consumer Opinions on Ultra-Processed Foods: What CPGs Need to Do

This week’s Tastewise survey of over 228,000 U.S. consumers reveals clear shifts in how people perceive ultra-processed foods—and what they expect from brands. While convenience remains a key driver, growing concerns around processing, artificial ingredients, and nutrition are shaping purchasing decisions.

Key Findings from the Survey

• Snacking is the top occasion for ultra-processed food consumption
  More than 68% of respondents eat ultra-processed products as snacks, significantly more than at meals.
• “Unhealthy” is linked to processing more than sugar or fat
  83.9% of consumers associate “unhealthy” with processed foods, 8.6x more than with high sugar or sodium content.
• Consumers favor high-protein and fiber claims
  Over 54% of shoppers look for products with high protein and fiber, outranking preferences for “low sugar” or “all-natural” claims.
• Vegan and natural ingredients are in demand
  Consumers prefer vegan food 1.9x more than plant-based options. Natural ingredients rank second at 43.7% preference.
• Friends and family influence food choices most
  53% of respondents rely on personal recommendations over social media or product labels for food and nutrition information.

What This Means for CPGs

1. Reformulate ultra-processed snacks for better nutrition

With snacking as the top occasion, brands should rethink product development. Adding functional benefits like protein and fiber can help shift consumer perception while keeping products competitive. Reformulation should focus on natural ingredients over artificial additives to align with evolving health concerns.

2. Transparency is more important than just cutting sugar or fat

Consumers don’t just want “low sugar” or “low fat”—they want to avoid highly processed ingredients altogether. Clean-label transparency, minimal artificial components, and recognizable whole foods will drive trust and sales.

3. Vegan and natural options outperform general plant-based messaging

Consumers favor vegan claims nearly twice as much as “plant-based” alone. CPGs should emphasize whole-food, plant-derived ingredients over processed meat or dairy alternatives.

4. Word-of-mouth marketing matters

Social media trends matter, but 53% of consumers trust recommendations from friends and family over digital ads. In-store promotions, influencer partnerships, and community-driven marketing can be stronger drivers of purchase intent.

Implications for brands and innovation

Food and beverage companies face rising pressure to deliver on new definitions of “healthy.” With real-time consumer insights, they can better shape recipes and marketing, ensuring a clear advantage in stores.

Platforms like Tastewise analyze which claims—from “low sugar” to “probiotic-friendly”—matter most. Brands can then adapt existing products or launch new ones that better fit healthy eating trends. For instance, swapping high-fructose syrups for real fruit extracts can turn a standard sports drink into something that resonates with evolving views on health.

FAQs

Are ultra-processed foods always unhealthy?

Not always. Some heavily processed foods may still offer decent nutrient profiles. It’s usually excessive sugar, salt, and additives that raise concerns. Moderation and mindful label reading are key.

How can advanced tools predict future consumer trends around healthy eating?

Such platforms track social posts, recipe searches, and purchasing data to spot emerging themes, like plant-based proteins or zero-sugar beverages. Brands that act on these signals can meet shoppers right as demand peaks.

What role does clean labeling play in consumer purchase decisions today?

Many shoppers value short, straightforward ingredient lists. They avoid complicated or chemical-sounding elements. That trust factor can boost product appeal—and ultimately drive sales—when brands focus on natural ingredients.