Innova finds only one-third of consumers limit 'demonized' bad-for-you ingredients

Many ignore ingredient lists on packaging, according to Innova research

CHICAGO, July 1, 2025 /PRNewswire/ -- Demonization doesn't have to be a death sentence for an ingredient or product because consumers may not pay much attention to ingredients. New research from Innova Market Insights, a global leader in market intelligence for the food and beverage industry, shows that only 36% of North American consumers describe their approach to healthy eating as limiting ingredients that are bad for them. Many also don't check ingredient lists on packaging. So while tracking cultural conversations around demonized ingredients is essential, immediate action to remove them from the food supply is not always necessary.

Ultra-processed foods (UPFs) are among the top types of demonized foods, as are many of the ingredients used in processing. Again, the volume of media and social media buzz may not mean that manufacturers need to reformulate. Consumers do not have a clear understanding of food processing. Public health experts continue to debate the definition and safety versus harm of UPFs so consumer confusion is not surprising. About half of consumers surveyed in the US and Canada report eating UPFs no more than once a week; an unlikely reality given how available these products are, and how well they tend to sell. North American participants in a recent Innova survey note that they consume UPFs because they are affordable and taste good (41% each). Affordability and taste are two major purchase drivers for food and beverage products.

The terms "natural" and "clean" can suggest freedom from demonized ingredients such as artificial sweeteners, additives, and preservatives. Because these terms do not have regulated or agreed-upon definitions, they cannot be relied upon to indicate whether a product contains demonized ingredients. Also, 37% of North American consumers surveyed by Innova would compromise on natural flavors for a product to taste good.

"Our research shows that affordability and enjoyment are strong drivers of food choice, while demonized ingredients are not a major concern for most consumers," says Lu Ann Williams, Global Insights Director at Innova Market Insights.

"The current US political landscape and weakened regulatory environment are poised to ramp up demonization of ingredients like seed oils, artificial colors, preservatives, and artificial sweeteners. But reduced government regulation could lead to an increase in a more harmful consequence, less protection against foodborne illnesses."   

Innova to reveal more survey results at IFT First Expo

The IFT FIRST Annual Event & Expo kicks off on July 13, 2025, at McCormick Place in Chicago. Innova Market Insights will be present at booth S1176 to reveal new consumer insights into 'demonized' ingredients and other key topics driving innovation in the industry. Innova will share with show attendees its multi-level view of the latest trends, from changing consumer attitudes and category developments to new ingredients and innovative product launches. In-booth presentations include ingredient trends, top F&B trends for the year, hot topics such as consumer research around GLP-1 drugs for weight management, fan favorite flavors, and the value of AI as a tool in market research.

For more information about Innova Market Insights, please visit: www.innovamarketinsights.com 

About Innova Market Insights

Innova is a global leader in market intelligence for CPG, including food, beverage, beauty, personal care, and household products.

We help companies innovate and grow with robust, actionable insights delivered through our AI-enhanced platform—featuring databases, dashboards, and reports.

Our 'Insights 360' approach covers consumers, categories, products, ingredients, flavors, and packaging across global, regional, and local levels.

With expert consultants and dedicated support, we deliver smart, timely insights that help customers stay ahead of trends and seize new growth opportunities.

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SOURCE Innova Market Insights