Consumer awareness around “ultra-processed foods” is growing. Movements like Make America Healthy Again and the new Dietary Guidelines for Americans are pushing people to focus more on eating ‘real food.’ Yet, the term “ultra-processed” isn’t clearly defined. This leaves many confused about what packaged foods are actually healthy.
This confusion presents opportunities for brands and dietitians to help consumers make better choices when shopping. Understanding how shoppers view and evaluate food processing becomes crucial.
### Understanding Processing
Research from the International Food Information Council (IFIC) shows that 80% of Americans now think about food processing before purchasing—up from 76% in 2023. However, not everyone avoids processed foods. In fact, only 12% say they always skip them, while 46% sometimes do. This suggests that many people are unsure about what “processed” really means.
Alyssa Pike, an expert from IFIC, points out that while many claim they can define processed food, the understanding is shaky. “About four in ten can explain it clearly,” she says, while an equal number feel unsure about their definition.
### Rise in Awareness of Ultra-Processed Foods
Awareness of ultra-processed foods is increasing. The latest IFIC survey found that 40% of participants recognize the term, a 12-point jump from the previous year. But knowing the term doesn’t guarantee understanding. Common approaches to identify these foods include checking ingredient lists (53%) and nutrition labels, but this doesn’t clarify how the food was made.
Interestingly, other methods people use are less common. Only 25% look for specific claims on packaging, and just 12% consult food professionals.
### Health Implications of Processed Foods
How consumers perceive ultra-processed foods affects their views on whether these can be part of a healthy diet. IFIC’s research shows that while 60% believe packaged foods are healthy, that number drops to 41% for processed foods and just 29% for ultra-processed foods. This shows that language truly matters; how products are labeled can greatly shape consumer attitudes.
According to Pike, the way these terms are framed can lead to positive or negative associations. While many see the convenience and affordability of processed foods, there are concerns about their health impacts and ingredient quality.
### Shifting Conversations Online
Conversations about processed foods are increasingly polarized, especially on social media. Wendy Reinhardt Kapsak, CEO of IFIC, notes that sentiments surrounding ultra-processed foods have turned sharply negative since 2022. Many discussions now contain emotionally charged language, contributing to consumer confusion.
Millennial parents are especially vocal online, often looking for healthier options for their families. Some call for simpler, more natural ingredients, while others criticize the current food system, particularly pointing out issues like added sugars and artificial additives.
### Opportunities for Stakeholders
This confusion presents a chance for food brands to communicate more effectively. Here’s what experts suggest for improving discussions about processed foods:
– Use simple, relatable language that connects with consumers.
– Emphasize that processed foods can be part of a balanced diet when paired with whole foods.
– Promote ingredient transparency.
– Balance health benefits with convenience and affordability.
Clear communication can help shift perceptions and empower consumers to make better food choices. Each effort made today can contribute to a healthier society tomorrow.
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