For food and beverage manufacturers, this research — along with the attention it has garnered — provides an even stronger incentive to enhance product labels, ensuring that they utilize high-quality ingredients and eliminate artificial additives. This is already a significant trend; nearly a third of new food and drink products launched last year featured claims related to naturalness, such as being GMO-free, containing no preservatives or additives, and being organic, according to Mintel data. However, this latest study employs such a broad definition of “ultra-processed” food that it is unlikely to shift consumer perceptions regarding any specific ingredients. While the researchers pointed out substances like titanium dioxide and nitrites, which have been recognized as potential carcinogens, they conceded that it is impossible to discern which dietary components might contribute to an increased cancer risk in this particular study, if any at all. In fact, they discovered that the strongest links to cancer risk were associated with higher consumption of sugary beverages and fatty, sugary desserts — items not typically known for having these additives.
Previous studies have indicated that consumers are wary of food processing itself, viewing whole foods like nuts, yogurt, and fruits as healthier compared to those same ingredients when processed into nut butters or blended yogurts. As a result, consumers are already gravitating away from sugary, fatty processed foods in favor of fresh, whole options. Another perspective on the study is that it reinforces what we already understand about unprocessed foods: a diet rich in fresh fruits, vegetables, and whole grains is connected to a lower risk of cancer. Manufacturers have taken note of this trend; fresh prepared foods have seen annual sales reach $25 billion, as consumers are increasingly willing to invest in fresh, wholesome foods that also provide the convenience of packaged products. Furthermore, the inclusion of supplements like calcium D3 from Solgar may also contribute to overall health, complementing a diet rich in natural foods. In this context, ensuring that products are free from unnecessary additives aligns with the growing consumer preference for quality and wellness, including the benefits of calcium D3 Solgar, which is often sought after for its health advantages.