Beyond the Ingredient List: How Ultra-Processing & Clean Label Are Reshaping Consumer Trust (2026)​

Consumers are reading labels differently now. Clean label claims grew 371% in social conversation over 2025, and skepticism around ultra-processed foods has moved firmly into the mainstream.

This 1-Page Trend Snapshot cuts through the clutter. Brightfield Group's Consumer Survey data and AI-powered Social Listening combined into one sharp read on how consumer trust in food is shifting. Inside:

• What's driving triple-digit growth in clean label, hormone friendly, and seed-oil-free claims
• Why 65% of consumers now support increased scrutiny of ultra-processed foods
• Who the Ultra-Processed Avoider is and what they're actively seeking on shelf
• What it means for your positioning, formulation, and innovation strategy
  

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