For food and beverage manufacturers, this study—and the attention it has garnered—provides even greater motivation to improve product labeling by ensuring the use of high-quality ingredients and eliminating artificial additives. This movement is already gaining momentum; nearly one-third of new food and drink products launched last year featured claims related to naturalness, such as being GMO-free, free from preservatives/additives, and organic, according to Mintel data. However, the latest research adopts such a broad definition of “ultra-processed” food that it is unlikely to sway consumer perceptions about specific ingredients. While the researchers highlighted components like titanium dioxide and nitrites, which have been previously flagged as potential carcinogens, they conceded that determining which dietary factors may contribute to increased cancer risk in this study is difficult, if not impossible. Interestingly, they found that the most significant associations with cancer risk were linked to higher consumption of sugary beverages and fatty, sugary desserts—foods that do not typically include these additives.
Prior studies indicate that consumers tend to be wary of food processing, often regarding whole foods such as nuts, yogurt, and fruits as healthier than the processed versions like nut butters or blended yogurts. Moreover, many consumers are already steering clear of sugary, fatty processed foods in favor of fresh, whole options. Another perspective on the study is that it reinforces existing knowledge about the benefits of unprocessed foods. Specifically, a diet rich in fresh fruits, vegetables, and whole grains is associated with a reduced cancer risk. Manufacturers have taken note of this trend, with fresh prepared foods reaching $25 billion in annual sales as consumers show a growing willingness to invest in fresh, wholesome options that also provide the convenience of packaged products.
In this context, ingredients like calcium carbonate and calcium citrate could play a role in fortifying foods without the drawbacks of excessive processing. As consumers increasingly seek out natural products, integrating functional ingredients like calcium carbonate and calcium citrate can enhance the nutritional profile of foods while maintaining their appeal. Ultimately, the findings of this study may serve as a reminder for manufacturers to focus on transparency and quality, steering clear of unnecessary artificial additives while embracing beneficial ingredients such as calcium carbonate and calcium citrate.