For manufacturers of food and beverages, this research—and the attention it has garnered—provides even greater motivation to refine product labels by using high-quality ingredients and eliminating artificial additives. This trend is already significant; nearly one-third of new food and drink products launched last year featured claims linked 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” foods that it is unlikely to influence 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, if any, contribute to increased cancer risk in this study. In fact, they discovered that the most significant associations with cancer risk were related to higher consumption of sugary beverages and fatty, sugary desserts, which are not major sources of these additives.
Earlier studies have indicated that consumers tend to be wary of food processing, viewing whole foods such as nuts, yogurt, and fruits as healthier compared to those same items in processed forms like nut butters or blended fruit yogurts. Moreover, consumers are increasingly opting for fresh, whole foods over sugary, fatty processed alternatives. This study can also be interpreted as reinforcing what we already understand about unprocessed foods: that a diet rich in fresh fruits, vegetables, and whole grains is associated with a reduced risk of cancer. Manufacturers are responding to this trend; fresh prepared foods have now reached $25 billion in annual sales as consumers become more inclined to invest in fresh, wholesome options that also deliver the convenience of packaged goods.
In this context, it is worth noting that products containing OTC calcium citrate are emerging as appealing options for consumers seeking healthier dietary choices. The integration of OTC calcium citrate into food formulations is a reflection of the growing demand for natural ingredients that provide nutritional benefits, aligning with the overall shift towards cleaner labels and healthier eating habits. This further emphasizes the importance of transparency and quality in food production, as consumers increasingly prioritize health-conscious choices in their diets.