7 August, 2025 – Attitudes towards ultra-processed foods (UPFs) are changing. These formulas, largely made up of extracts such as oils, fats, sugars, starches, and proteins, which are ever-present on supermarket shelves globally. Notably, consumers associate UPFs with fast food or products with a lot of additives, which is not ideal when trying to sell one of your products. To understand this better and see where the category is headed, Innova Market Insights has created a comprehensive analysis of market trends and consumer sentiment.
Consumer Attitudes Toward Ultra-Processed Foods
A notable proportion of consumers may not fully comprehend the extent of ultra-processed foods in their diets, after all, there is a lot to digest on food labeling. When it comes to the perceived health risks associated with ultra-processed foods, a considerable number of respondents felt that obesity, high cholesterol, high-blood sugar, and diabetes were the main concerns after continuous consumption of such foods. Meanwhile, in high-income nations, the share of dietary energy derived from UPFs is considerable, accounting for 58% of intake in the United States and 42% in Australia. Despite the increasing awareness of the potential health effects associated with ultra-processed foods, these products continue to be favored by many consumers for a variety of reasons.
Ultra-Processed Foods Are Still Popular Despite Impact on Health
Consumers love the ease when it comes to preparing meals that are considered ultra-processed foods. The main reason they are against buying such products is that they know it can be detrimental to their health. In fact, there are many positives and negatives for consumers to weigh up when purchasing UPFs. From tasty, affordable and readily available advantages to nutritional quality, lack of naturalness, and the unknown origin of some ingredients, many consumers have to consider these points.
Consumers in the US associate traditionally indulgent categories with “ultra-processed”. Based on research data compiled by Innova Market Insights, ready meals, sugar confectionery, cakes, pastries and sweet goods are the most common product types associated with ultra-processed foods. Whereas fish and seafood, bottled water, meat and poultry are considered by those studied to be the least likely associated as ultra-processed foods.
The evolving consumer landscape, characterized by a growing interest in home cooking and scratch preparation, presents significant opportunities for brands and retailers to transition their business models toward offering fresher, more natural products. Strategies for growth may encompass a reduction or elimination of ingredients perceived as artificial. Focus on gaining consumer trust to alleviate safety concerns toward ultra-processed foods.
Innovation Opportunities
Opportunities for innovation exist where brands are tapping into more scratch cooking to offer fresh and healthy products in this category. An increasing shift is occurring globally toward consumers eating at home more and away from out-of-home eating. This goes hand in hand with the top priority for consumers to be more self-sufficient and conscious is cooking from scratch. Meal innovation is underway in the form of ready meals such as fresh curry kits that allow consumers to make delicious, fresh curry masala in no time. Another example would be one particular brand that sends fresh pasta and sauce with instructions to customers, offering them new monthly recipes for an easy way to make a quick, impressive dinner. This lends itself to the idea that investing in real development will create a meal such as this, which has a greater focus on fresh, natural, and whole products.
Freshness and natural ingredients are the most important factors for consumers globally in healthy food and beverages. Suppliers are looking to protein, fiber and sugar to deliver better-for-you UPFs. As demand for cleaner products continues to grow, manufacturers keep coming up with solutions to move away from UPFs. They are also looking to gain consumer trust to alleviate safety concerns, with many shoppers believing that honesty and transparency have become more important when considering food and beverage brands.
What’s Next in Ultra-Processed Foods?
Consumer habits are shifting with a particular rise in cooking from scratch. Products on the market need to be adapted and brands need to evolve in order to deliver fresh, closer-to-nature characteristics that are sought after. There has also been an increase in the use of functional ingredients to deliver this strategy, with protein and fiber being the most prominent. This, coupled with more transparent communication concerning the sourcing and processing of products is further helping to redefine what is considered purposeful and better for you in the ultra-processed foods category.
Demand for cleaner and healthier products from consumers has escalated, leaving manufacturers increasingly looking to innovate with traditional products. This will see more use of protein in ultra-processed foods. There will likely be food brought to market that will contain higher levels of other ingredients, with the increased use of fiber also possible while reducing sugar content.
The future course for ultra-processed foods involves brands articulating the benefits of processing to enhance product value. Recent studies indicate that calorie density may present a more important issue than the perceived unhealthiness of UPFs. Therefore, consumer attitudes towards ultra-processed foods remain dynamic, offering brands opportunities for innovation through reformulation, simplification of ingredient lists, and effective communication of product value.
This article is based on Innova’s Ultra-Processed Foods: Consumer Trends & Attitudes – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more