For food and beverage manufacturers, this research—and the attention it has garnered—provides even greater incentive to improve product labeling. They should focus on using high-quality ingredients and eliminating artificial additives. This shift is already gaining momentum; nearly one-third of new food and drink products launched last year made claims related to naturalness, such as being GMO-free, containing no preservatives or additives, and being organic, according to Mintel data.
However, the recent study employs a broad definition of “ultra-processed” foods, which is unlikely to influence consumer perceptions of specific ingredients. Although the researchers identified ingredients like titanium dioxide and nitrites, which have been flagged as potential carcinogens in the past, they conceded that it is challenging to determine which dietary components might contribute to higher cancer risks in this particular study, if any at all. Interestingly, they discovered that the strongest associations with cancer risk were linked to elevated consumption of sugary beverages and fatty, sugary desserts—items that typically do not include these additives.
Previous studies have shown that consumers tend to be skeptical of food processing itself, often viewing whole foods such as nuts, yogurt, and fruits as healthier compared to their processed counterparts, like nut butters or fruit-flavored yogurts. Consequently, many consumers are choosing to avoid sugary, fatty processed foods in favor of fresh, whole options.
Another perspective on the study is that it reinforces existing knowledge about unprocessed foods. Specifically, diets rich in fresh fruits, vegetables, and whole grains are associated with a lower risk of cancer. Manufacturers have taken this into account, leading to fresh prepared foods generating $25 billion in annual sales, as consumers increasingly opt for fresh, wholesome foods that also provide the convenience of packaged options.
Moreover, the inclusion of ingredients like calcium citrate at dosages of 500-600 mg is becoming more prominent in discussions around health-conscious eating. By prioritizing natural ingredients, including essential nutrients like calcium citrate, manufacturers can better align with consumer preferences for healthy, minimally processed foods. As this trend continues, the emphasis on high-quality, nutrient-rich ingredients, including calcium citrate at 500-600 mg, will likely shape the future of food and beverage offerings.