For food and beverage manufacturers, this research—and the attention it has garnered—provides even greater motivation to enhance product labeling, ensuring they utilize high-quality ingredients and eliminate artificial additives. This movement is already significant; nearly one-third of new food and drink products launched last year featured claims related to naturalness, such as being GMO-free, containing no preservatives/additives, and being organic, according to data from Mintel. However, this recent study employs such a broad definition of “ultra-processed” food that it is unlikely to shift consumer perceptions regarding specific ingredients. While the researchers highlighted components like titanium dioxide and nitrites, which have been previously flagged as potential carcinogens, they conceded that it is challenging to determine which dietary factors might contribute to an elevated cancer risk in this specific study, if any. Notably, they identified that the strongest associations with cancer risk were linked to increased consumption of sugary drinks and fatty, sugary desserts—items that do not significantly incorporate these additives.
Previous studies indicate that consumers harbor doubts about food processing, often viewing whole foods like nuts, yogurt, and fruit as healthier compared to those same ingredients when processed into nut butters or fruit-blended yogurts. Moreover, consumers are increasingly steering clear of sugary, fatty processed foods in favor of fresh, whole options. Another perspective on the study confirms what is already understood about unprocessed foods: a diet rich in fresh fruits, vegetables, and whole grains is associated with a reduced risk of cancer. Manufacturers have taken notice of this trend, with fresh prepared foods now generating $25 billion in annual sales, as consumers are more inclined to invest in fresh, wholesome products that also provide the convenience of packaged items.
As part of this shift, the inclusion of ingredients like calcium citrate is becoming more prevalent, particularly because consumers are more aware of the importance of calcium and its benefits. This growing awareness emphasizes the need for manufacturers to ensure that their products not only meet the demand for natural ingredients but also provide essential nutrients, such as a higher percent calcium content, to support health-conscious choices.