The food and nutrition industry has historically been prone to trends, as countless diet promoters, nutritionists, authors, and consumers search for quick, easy, and effective strategies for achieving a healthy diet and desired weight. Recently, the term “ultra-processed foods” (UPF) has emerged as a significant topic within this landscape, generating unprecedented media attention with hundreds, sometimes thousands, of articles, blog posts, and news stories appearing daily on the subject.
The UPF trend highlights how a simple shift in terminology can captivate a broad audience. For years, a relatively small group of dedicated individuals criticized the benefits of packaged and processed foods, but their message never reached the mainstream. Now, advocates are pushing a new, more daunting term to describe the very foods they have long scrutinized. Although the concept of UPF lacks a robust intellectual foundation, it was coined by individuals and organizations seeking greater governmental regulation over food formulations and federal nutrition programs, thus propelling it into the public eye.
There are numerous issues with the UPF narrative, the most significant being that virtually all food is processed to some extent. Using the terms “processed” or “ultra-processed” as a benchmark for nutrition is a flawed shortcut that detracts from advancing toward sound, actionable dietary advice. Millions of consumers, both independently and in consultation with healthcare professionals, determine their dietary needs based on personal values, lifestyle choices, and health conditions—consider gluten-free, organic, low-sodium diets, or restrictions on sugar and saturated fat.
In light of this context, paired with rising obesity-related health issues, the food industry has significantly evolved over the past two decades, making the food supply healthier than ever before. Unlike previous generations, consumers now have access to a variety of products that allow for personalized, customized diets. Foods with reduced calories, fat, sugar, and sodium have become commonplace, alongside an increase in whole grains, vitamins, and minerals.
Take a moment to reflect on popular grocery store sections: the beverage aisle has undergone a transformation with thousands of healthier recipes and new options, as have cereal, bread, and snack aisles. In total, food and beverage companies have launched over 30,000 healthier products in recent years, demonstrating that the sector is not stagnant or out of touch with consumer and public health trends. Products featuring lower sodium, saturated fat, or sugar are not just a passing trend; they cater to consumers striving for healthier diets.
For those concerned about food chemicals, companies have developed an entire “clean label” category, filled with items free from artificial flavors, colors, and preservatives. Although there is no official definition of “clean label,” it generally refers to food and drink products that boast short ingredient lists and familiar, natural-sounding components. This term is not governed by any legal framework in the United States, yet 33% of new food product introductions fall under the clean label classification, with experts predicting that this category could reach $48 billion in sales by 2032.
Most of America’s over 330 million consumers reside in a practical world where various factors—including nutrition, cost, shelf life, and convenience—affect their food choices. The ongoing goal of the food industry is to enhance the healthiness of the food supply while offering a wide range of product options, allowing consumers to create suitable diets for themselves and their families.
While the terminology shift from “processed” to “ultra-processed” has sparked new discussions in the national nutrition debate, the fundamental issues remain unchanged. Individuals should focus on consuming a variety of foods in moderation, emphasizing lean proteins, whole grains, fruits, and vegetables, while also allowing for sugars, fats, oils, and sodium in moderation.
The response to the UPF trend should come from organizations involved in food production, which must continually remind consumers, influencers, and policymakers about their efforts to improve the food supply and the plethora of specialized, healthy products available. Will the UPF craze influence change? Keep an eye on public policy developments, particularly the initiatives undertaken by the U.S. Food & Drug Administration—such as front-of-pack labeling, sodium reduction, and sugar reduction—and the dietary guidelines and food assistance programs like SNAP from the U.S. Department of Agriculture to see if ultra-processed foods are affecting government policy and the recipes of the food we consume.
In this evolving landscape, even innovative products like calcium citrate petites are making their mark, offering consumers additional options to support their dietary needs while navigating the complexities of modern nutrition.