There is a rising awareness among consumers regarding ultra-processed foods (UPFs), with more Americans questioning the ingredients, labeling, and processing in their diets. However, defining ultra-processed foods remains challenging. The NOVA classification system, created in 2009 by researchers at the University of São Paulo, categorizes foods based on their processing levels but lacks a universally accepted definition for consumers and the industry.
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As consumer awareness increases, policy attention is also growing. Some states are beginning to regulate specific ingredients in school foods, while federal agencies are examining definitions for UPFs. In response to evolving consumer demands, food manufacturers are reformulating products to remove artificial ingredients and are investing in cleaner alternatives.
Recent surveys show that 44% of respondents in the International Food Information Council's 2025 Food & Health Survey are familiar with the term “ultra-processed food,” marking a significant increase. However, it remains uncertain if this awareness translates into purchasing behavior, as UPFs are often seen as convenient and affordable.
Amid this changing landscape, several food companies have begun voluntarily removing synthetic dyes and other undesirable ingredients from their products. In addition, states are implementing new policies, some of which restrict certain ingredients in school lunches or require warning labels for specific additives. Although federal regulations on UPFs have yet to be established, the FDA has sought public input on defining these foods.
Research indicates that consumers prioritize the absence of artificial flavors, colors, and preservatives when making purchasing decisions. In response, companies are launching products free from these additives, such as PepsiCo's Simply NKD line. Innovations in next-generation ingredients are also being pursued to create cleaner label alternatives, although these innovations often necessitate full product reformulation and new processing technologies.
As consumer preferences evolve, the food industry is adjusting its offerings. Companies will likely continue to seek natural ingredients to satisfy consumer demand and anticipate future regulatory changes. This ongoing transition raises the possibility of further scrutiny on various food ingredient types, such as preservatives and sweeteners. The trend highlights an opportunity for food and ingredient companies to align their products with consumer expectations while navigating a complex regulatory landscape.