Americans' Focus on Food Processing Levels Declines in 2026
A new IFIC survey reveals a 7-point drop in Americans who consider food processing levels when shopping, even as familiarity with the term
Fewer Americans are weighing a food's level of processing before they buy it this year. A survey by the International Food Information Council (IFIC) found 73% of consumers now consider this factor, down from 80% in 2025.
The poll of over 3,000 Americans highlights evolving and divided attitudes. Public and policy scrutiny of ultra-processed foods (UPFs) is intense, especially as the U.S. Food and Drug Administration works on a formal definition. For some, these foods are a primary dietary villain. Others warn that processing level alone is a poor proxy for nutritional value.
Familiarity Rises, But Understanding Lags
More than half of Americans (52%) are now familiar with the term 'ultra-processed food'. That's a notable increase from 44% in 2025 and 32% in 2024. Understanding of its health implications, however, remains murky. When asked if UPFs can fit into a healthy diet, 54% said no, 29% said yes, and 17% were unsure.
Consumers draw subtle distinctions between related terms. They are slightly more accepting of 'highly processed foods' and 'junk food' within a healthy eating pattern than they are of 'ultra-processed foods'.
| Term | Percentage Who Believe It Can Be Part of a Healthy Diet |
|---|---|
| Processed foods | 49% |
| Junk foods | 36% |
| Highly processed foods | 33% |
| Ultra-processed foods | 29% |
How Shoppers Identify Ultra-Processed Foods
To determine if a food is ultra-processed, most Americans still turn to the package. Fifty-six percent examine the ingredients list, while 51% check the nutrition facts label. The survey also notes growing use of alternative methods.
More consumers are now using AI assistants, relying on personal judgment, or asking friends and family for input. IFIC stated, "These findings suggest that Americans are open to using a wide range of tools to evaluate processing level."
Health Impact: Vegetables Trump Limiting Processed Foods
Despite the debate, only 36% of Americans reported actively trying to limit highly processed foods over the past year. More people followed other dietary advice, such as eating more fruits and vegetables or limiting added sugars.
When asked which dietary change had the greatest positive impact on their health, 19% cited eating more produce. Just 9% said limiting processed products. Freshness is now the dominant way consumers describe a healthy food, cited by 40% of respondents. The share using minimal processing as a criterion has slightly declined.
The research shows the challenge for regulators. The FDA has found creating a standardized definition "quite challenging." Wendy Reinhardt Kapsak, IFIC's president & CEO, noted the gap between familiarity and understanding. She emphasized the need for clear, science-based guidance as people blend label reading with personal judgment and new technologies.
