Client consciousness and avoidance of “ultra-processed meals” is rising because the Make American Wholesome Once more motion and the brand new Dietary Pointers for Individuals prioritize ‘actual meals’ and forged some packaged merchandise in a unfavourable mild, however with out a formal definition for the time period many customers are left on their very own to find out whether or not packaged, processed and ultra-processed meals may be a part of a nutritious diet.
This disconnect between how customers outline processing, consider the healthfulness of packaged merchandise and steadiness these perceptions with different priorities, akin to comfort, value, shelf-life, style and security, is creating alternatives for CPG manufacturers, dietitians and different trade stakeholders to affect consumers’ buy selections.
However to do this, stakeholders want to higher perceive the extent to which customers think about processing when shopping for meals and drinks, how they outline or consider it, and who’s influencing them and the way – all of which the Worldwide Meals Data Council sort out in new analysis unveiled final week.
Client consciousness of course of is rising, however understanding stays murky
In keeping with IFIC, 80% of Individuals think about whether or not a meals was processed earlier than they purchase it – up from 76% in 2023 – however that doesn’t imply they’ll mechanically forgo “processed” merchandise.
Solely 12% of the customers surveyed by IFIC in its 2025 Meals & Well being Survey mentioned they all the time keep away from processed meals – which is lower than the 21% who mentioned they don’t keep away from processed meals. In between these extremes are the 46% of customers who say they often keep away from processed meals.
The big selection of client responses doubtless stems from a lack of awareness about processing – which creates fertile floor for misinformation that would affect future buying habits.
Whereas practically eight in ten Individuals informed IFIC they might clarify what processed meals is, Alyssa Pike, senior supervisor of meals security and diet communications at IFIC, mentioned a more in-depth look exhibits cracks of their confidence.
“Once we look a bit of bit nearer, I feel it will get a bit of bit fuzzier. So, about 4 in 10 are saying, ‘Sure, I might clarify it clearly.’ One other 4 in 10 are saying, ‘Sure, however I’m not certain I totally perceive what it’s.’ After which about two in 10 are saying, ‘No, I don’t assume I might clarify it,’” she mentioned.
Extremely-processed enters ‘on a regular basis vernacular,’ however lacks shared which means
Consciousness of and confusion round ultra-processing mirrors the uptick and divide seen with processing, however to a lesser diploma – suggesting there may be nonetheless time to get in on the bottom ground with clear communication that would affect perceptions because the time period positive factors larger traction.
In keeping with IFIC, 4 in 10 individuals within the 2025 Meals & Well being Survey mentioned they have been acquainted with the time period ultra-processed meals – up a major 12 share factors from a 12 months earlier and from solely 25% when IFIC requested in regards to the time period in a smaller highlight survey it did in 2022.
“It’s clear to say that over the past couple of years, this time period has undoubtedly gained extra familiarity. It’s getting into the on a regular basis vernacular. However, listening to the time period is completely different than understanding it,” Pike mentioned.
Given there is no such thing as a formal definition of ultra-processed meals, Individuals who’re acquainted with the time period use completely different approaches to establish it. In keeping with IFIC, the highest two are wanting on the ingredient listing (53%) and the Diet Info panel. Nonetheless, neither of those really reveal how a product was made – simply what’s in it.
Far fewer customers search for particular statements on the entrance of the package deal (25%), ask digital assistants or engines like google (19%) or ask a meals skilled (12%).
Different methods for figuring out ultra-processed meals embrace contemplating the place within the retailer it was offered (12%), on the lookout for an emblem on the entrance of pack (17%) or utilizing a meals app, like Yuka, (11%).
Whether or not processed meals may be a part of a nutritious diet will depend on how it’s labeled
How customers outline ultra-processing is prone to affect whether or not they assume it may be a part of a nutritious diet – suggesting language, together with advertising and product positioning, might form client notion greater than precise diet.
“Individuals appear to be considerably cut up” on whether or not processed, together with ultra-processed, meals may be a part of a nutritious diet, and the place they fall seems to hinge partially on the phrases used to explain it, Pike mentioned.
For instance, IFIC discovered 60% of customers mentioned “packaged meals” may be a part of a nutritious diet, however this dipped to 41% once they have been described as “processed meals.” Even fewer – 29% – mentioned meals described as “ultra-processed” may very well be a part of a nutritious diet, which is barely above the 26% who mentioned “junk meals” may be a part of a nutritious diet.
This exhibits “the phrases we use are making an affect,” Pike mentioned.
The affect of framing on how processed and ultra-process meals are perceived is underscored additional by constructive and unfavourable associations revealed in IFIC analysis.
“There’s this pressure, and customers are acknowledging that there are some constructive facets of those meals, particularly conveniences, affordability, shelf life and style,” that are attributes that talk “to the sensible calls for of day by day life,” mentioned Pike.
However, she added, processed meals is also related to unfavourable facets, together with affect on well being, high quality of substances and diet.
The place conversations about processing happen influences sentiment
The division in how customers understand processing is changing into more and more polarized on-line, suggesting that is the place stakeholders ought to focus their messaging to offset misinformation and disinformation.
“Over the past couple of years, we’ve seen the sentiment, notably round ultra-processed meals, go very unfavourable,” notably since 2022, IFIC CEO Wendy Reinhardt Kapsak mentioned, pointing to the primary a part of a multi-phase social listening evaluation and analysis initiative the group undertook to higher perceive the intersection of processed meals and weight loss plan high quality.
The analysis exhibits ultra-processed meals’ present sentiment is sort of 4 occasions extra unfavourable than it was in 2022 with references to it “more and more crucial, usually utilizing emotionally charged and accusatory language,” in keeping with IFIC’s evaluation. It provides that this might contribute to client confusion and scale back engagement with evidence-based communication.
Who’s driving the dialog on-line and what are they saying?
On the middle of digital and on-line conversations about processed and ultra-processed meals are Millennial mother and father, who Kapsak says need to perceive how meals and substances might affect their well being and wellbeing.
How they categorical their considerations fluctuate considerably with some asking for extra accessible alternate options and by extension specializing in the removing of synthetic substances and utilizing “less complicated, extra pure choices,” in keeping with IFIC.
Others take a extra crucial and analytical tone centered on shortcomings of the meals system. They’re particularly centered on seed oils, added sugars and synthetic substances, Kapsak mentioned.
Each of those teams focus partially on substances – making them an necessary speaking level for stakeholders throughout the worth chain. These observations additionally spotlight the alternatives for “better-for-you” positioning as many mother and father need choices which are more healthy however nonetheless accessible – akin to lower-sugar cereals, cleaner-label snacks or additive-free sizzling canine.
Subsequent steps
Based mostly on these findings, IFIC recommends stakeholders aiming to enhance meals, diet and well being communication round processed meals and weight loss plan high quality:
- Use “consumer-friendly, values-based language for connectivity after which bridge to evidence-based ideas for improved understanding,”
- Deal with “incremental enhancements,” akin to pairing processed meals with complete meals as a part of a balanced weight loss plan,
- Emphasize ingredient transparency,
- Steadiness comfort, affordability and style with well being.
