September 16, 2025 – In the US food and beverage market, discussions surrounding demonized ingredients are gaining momentum. Ingredients are often vilified due to ill-defined terms like “clean label” and unclear claims, which make it difficult for consumers to understand what they are putting in their bodies. This negative focus therefore poses challenges and opportunities for brands to innovate. Some opportunities include building trust through transparency and clarifying better-for-you messaging. Innova Market Insights explores these trends and their implications for the current state of the US food and beverage market.
Build Trust Through Transparency
In the US food and beverage market, product demonization begins with packaging. According to Innova’s consumer research, consumers look directly to the product’s packaging to determine whether a food product is ultra-processed. 37% of consumers say they routinely scan ingredient lists to avoid unnatural ingredients, while 32% check the nutritional information. Consequently, many brands have adopted clearer ingredient labeling to address consumer concern. For example, the brand Drench lists its ingredients on the front label to promote transparency and reinforce its marketing claims of “clean” and “natural” ingredients. Additionally, US consumers have a skewed perception of ultra-processed food. Therefore, communicating “free-from” attributes in brand names or on packaging can increase trust with health-conscious consumers.
Clarifying Clean Label
54% of US consumers say they read labels before purchasing food items, and they say the most important aspects of clean label products are no artificial ingredients, clear and understandable labels, and honest information with no misleading claims. However, only 1 in 2 consumers in the US feel confident in their ability to identify quality products based on labeling alone. As a result, clean label claims must be more specific to resonate with consumers, highlighting an opportunity for brands to clarify their ingredients and product composition, , while also addressing demonized ingredients that consumers actively avoid.
Label messaging should align with how consumers understand product attributes. For example, although 67% of consumers believe that cane sugar is the most natural ingredient, the term “natural sugar” is perceived as unhealthy by many. Therefore, it will be crucial for brands to use targeted terminology that caters to consumers’ understanding of ingredients without diluting health messaging. Saying a product is crafted with 75% less sugar than other products and contains organic cane sugar is an example of crafting a message that aligns with consumers’ perceptions of healthy and natural products.
Elevating Quality of Plant-Based
1 in 5 consumers say artificial ingredients are the main health-related reason for avoiding meat substitutes. Thus, brands are tapping into nutrition and ingredients to improve the quality of plant-based alternatives. For example, emphasizing specific ingredients like “sunflower seed fat marbling” in plant-based steaks eliminates mystery when it comes to how meat alternatives achieve the look and feel of traditional meats. Another strategy that underscores product quality and builds trust is simply listing ingredients on product packaging, like “pea protein, onion, garlic, sage, and white pepper.” Finally, free-from claims such as “No animal hormones or antibiotics” and “No cholesterol. 80% less saturated fat” reassures consumers of quality and combats the perception that plant-based foods are artificial.
Help Consumers Avoid Ingredients
Retailers can maintain their competitive edge by helping health-conscious consumers avoid specific ingredients and address their concerns about what is in their food. Brands like Thrive Market have created their own quality standards and filtered search options online to match products with consumers’ specific needs. For example, they not only screen ingredients for safety but also provide guarantees like 100% non-GMO and a list of restricted ingredients that are excluded from all their products. Additionally, consumers can select the values or causes that matter most to them online, ensuring that their dietary and lifestyle concerns are addressed. Consumers are attracted to quality standards like this because they offer transparency and ease of product analysis.
Boosting Gluten’s Better-For-You Claims
Gluten is another ingredient that has been demonized in the US market, but there is an opportunity to re-embrace it with trendier, better-for-you claims that will maintain the relevance of gluten-free products. One example is gluten free pasta that offers added protein, high fiber content, and fewer carbs. By highlighting the added nutritional benefits, brands can improve perceptions of gluten-free options that cater to health-conscious consumers. Another strategy is to combine these claims with other healthy alternatives and organic ingredients to position gluten-free products as healthier than their original counterparts. For example, Siete’s Maize Corn Taco Shells are gluten-free and promoted as containing nutrient-rich ingredients like avocado oil and organic corn. This positions them as a healthier substitute for traditional taco shells.
What’s Next for Demonized Ingredients in the US?
For younger generations, online messaging is a crucial tool for combatting demonized ingredients. 2 in 5 Gen Z consumers say they look for information about a product online, and 30% say they are willing to compromise on natural ingredients if an artificial ingredient has been well-researched. Therefore, increased conversation about ultra-processed foods overall will be key to addressing ingredient perceptions in the future.
Brands will also need to spearhead the movement toward making specific claims that take precedence over vague ingredient messaging. As consumers are increasingly looking to clarify what vague terms mean to different brands and products, addressing these concerns will also be essential to dealing with demonized ingredients in the US food and beverage market.
This article is based on Innova’s Demonized Ingredients: Discovering Hidden Opportunities in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more