September 11, 2025 – According to consumer trends data from Innova Market Insights, about half of consumers surveyed report buying more foods that are fresh and unprocessed. They want foods with minimal ingredients and natural ingredients that they can recognize. Some consumers are trying to consume fewer processed foods, and some are limiting components that are bad for them or artificial. These trends put pressure on manufacturers.
Governments are Putting Pressure on Processing
Another source of pressure on manufacturers comes from the government. Governments are pressuring companies regarding products that are high in fat, salt, and sugar, as well as regarding products that are ultra-processed foods (UPFs). Countries are starting to place levies on products with sugar. The government in the UK, for example, wants to attach a sugar levy to sweetened dairy drinks in addition to the current levy on sugar-sweetened soft drinks. England also has started restricting promotion of foods high in fat, salt, and sugar, and Wales and Scotland may follow in 2026. The English Nutrient Profiling Model rates products according to a score with positive points awarded for protein, fiber, nuts, and fruits and vegetables, and negative points for calorie density, saturated fat, sugar, and sodium. Foods that are high in fat, salt, and sugar cannot be placed prominently in stores or on-line or advertised on television before 9 in the evening. A ban of paid on-line ads for these foods is in effect as of October 2025.
UPFs Generate Negative News
UPFs and foods that don’t have a clean label are publicized for their negative impact on health. Consumers in the UK have become highly concerned about UPFs and products that are highly processed. However, consumer trends research shows that consumers are not sure which foods and beverages are or are not UPFs. Agreed-upon definitions do not exist for UPF or clean label. Consumers interpret clean label as meaning that a product has a short ingredient list of ingredients that are recognizable and wholesome.
The NOVA system classified food and beverage products into four groups. Group 1 is foods that are unprocessed or minimally processed and do not contain added ingredients. Fruits and vegetables, grains, meat, fish, eggs, legumes, nuts, and seeds are in this group. Group 2 is processed culinary ingredients and naturally processed components from Group 1. Plant oils, animal fats, and natural caloric sweeteners are in this group. Group 3 includes items from Groups 1 and two that are processed with oil, salt, or sugar or are canned, pickled, cured, fermented, or smoked. Group 4 foods are UPFs such as sugar-sweetened drinks, packaged snacks, frozen meals, prepared soups, and ice cream.
Challenges in Defining Clean Label
Clean labels can be confusing. Consumers incorrectly associate nature with health. Manufacturers face challenges with products that are healthier and cleaner labels, especially if the products are assessed with the NOVA classification system. For example, nutrients added to white wheat flour in the UK could lead to classification of bread as UPF. But some ingredients improve quality and reduce food waste.
Sugar in Soft Drinks
Soft drinks are under pressure because of their sugar content and artificial ingredients. The sugar levy in the UK has reduced sugary soft drink consumption. But very few clean label ingredients are available to replace the taste, texture, and preservative properties of sugar. Manufacturers are forced to choose between paying the tax on a sugar-sweetened drink or using artificial sweeteners that have a negative health halo.
Plant-Based Foods Can Be Ultra-Processed
Plant-based foods became more prevalent in the early 2020s but now are under fire for their ingredient lists. Consumers thought plant-based meats, for example, were healthier but animal-derived meat has a cleaner label.
Ingredients to Reduce Sugar
Chicory root inulin and other soluble fibers help reduce sugar in bakery, but they may cause gut discomfort. Processing wheat flour could unlock its natural sugars. New technology applies a thin layer of sugar onto the surface of a carrier for sweetness while reducing sugar. Sweet proteins from African and Asian rainforest fruits, namely thaumatin, brazzein, and mabinlin, can deliver sweet flavor in beverages and are likely to become more widely used. Steviol glycosides from the stevia plant were approved for use in the EU in 2011 and are undergoing improvements in sweetness and taste. Stevia offers a natural way to lower sugar and calories in beverages. Other sweeteners under consideration are monk fruit extract, date extract, yacón syrup, and lucuma. Watch for wider use of syrups from grains such as rice, oats, and spelt.
Plant Proteins Replace Animal Proteins
To meet consumer demand for more plant-based ingredients, manufacturers are using more pea protein isolate, brown rice protein isolate, and bean, pulse, and seed protein powders. They are vegan and animal-free natural ingredients that can help replace certain animal proteins.
Natural Preservatives Improve Shelf Life
The natural preservatives in essential oils from herbs and spices often contain antimicrobial phenols and are becoming more widely used in processed meat. Polyols and other humectants reduce microbial growth to improve shelf life. Succulent plants and certain fruits are natural sources of sorbitol, a humectant.
Fortifying Products Naturally
Vitamins and minerals can have synthetic-sounding names that turn off consumers and cause a food to be classified as UPF. Companies are trying to use more natural nutrient sources for B vitamins, vitamin C, minerals, fiber, and essential amino acids.
Considerations for Formulating Clean Label Products
Clean label formulation can be challenging and can require extensive testing. Consumer needs also must be considered, including health benefits versus the presence of artificial ingredients, and holistic wellbeing versus high-intensity sweeteners.
This article is based on Innova’s Ultra-Processed Foods: Formulating Healthier F&B with a Clean Label – UK report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more