November 9, 2026 – Global consumers are paying closer attention to their health. Reducing ultra-processed foods (UPFs) and artificial ingredients are two ways they are trying to meet their health goals. However, the two do not always go hand in hand, as a product can have a clean ingredient list and still be classified as a UPF if it undergoes a certain level of processing. Innova’s report, How Clean Label Foods are Being Challenged by UPF Awareness – Global, explores how and if brands are closing the gap between the two.
Why is Naturalness Becoming a Key Purchase Driver?
Consumers are increasingly prioritizing healthy eating, actively seeking to reduce highly processed foods and artificial ingredients from their diets. Clean label trends indicate that natural ingredients serve as the top signal of a healthy product for 42% of global consumers. Most consumers also consider naturalness information on pack important when making purchasing choices, and clear naturalness claims positively influence purchasing decisions. Priorities differ by generation, as older consumers are more likely to seek out food and beverage products without additives and preservatives, while Gen Z and Millennials are more likely to choose products that enhance their nutrition or benefit their body’s functions.
How Far Has Clean Label Spread Across New Products?
Approximately 1 in 4 food and beverage launches globally now carry at least one clean label claim, whether natural, no additives or preservatives, organic, or GMO-free. Australasia and North America have the highest share of clean label launches, and since the signals of a clean label vary by region, studying how products are positioned in these markets can help brands target consumers more effectively. By category, baby and toddler products lead in clean label claims globally, followed by cereals and meat substitutes. These categories are viewed by consumers as most associated with UPFs, but especially for meat substitutes, natural, whole food ingredient innovation is helping to address consumer concerns within the clean label market.
How is UPF Awareness Changing What Consumers Look For?
Global consumers are becoming more knowledgeable about UPFs, with many checking ingredient lists and nutritional information to assess whether a product is ultra-processed. Synthetic or artificial ingredients are the most common giveaway, cited by 36% of consumers, followed by excessive additives and multi-stage industrial processing. However, the UPF debate is more concerned with how a product is made, while clean labels focus on what goes into it. For brands in the clean label market, this means new product development must do more than simply remove unwanted components, as consumers are starting to judge processing, not just ingredients.
Why is Trust the Biggest Hurdle for Processed Foods?
Distrust remains a key challenge, and in the US, half of consumers view ultra-processed foods as unsafe. Globally, 51% agree that they do not trust UPFs, leading a majority to turn away from them. This distrust is largely driven by health concerns, as consumers associate ultra-processed foods with health risks like obesity, diabetes, and high blood pressure. Clean label food trends show that consumers also want clearer ways to judge processing, with a majority supporting a standardized scoring system for classifying ultra-processed foods. Overcoming these trust issues requires brands to move beyond simple ingredient removal by adopting transparent alternatives.
What’s Next for Clean Label and UPF Trends?
As consumer awareness of ultra-processed foods grows, clean label trends highlight how new product development will need to meet demands for both clean ingredients and minimal processing. Cleaning up an ingredient list alone will not be enough if a product remains heavily processed or high in sugar or refined carbohydrates. Offering high-quality, stable, and nutritionally dense alternatives will address consumer concerns. Clean label aligned descriptions or terminology will also remain important in global food and beverage labeling and help simplify ingredient information.
This article is based on Innova’s How Clean Label Foods Are Being Challenged by UPF Awareness – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.