--- title: How Ultra-Processing & Clean Label Are Reshaping Consumer Trust description: "CPG food trends 2026: clean label claims up 371%, UPF skepticism rising. Consumer insights & social data. Free report from Brightfield Group." image: https://content.brightfieldgroup.com/hubfs/New%20Food%20Narrative%20Trends%202026%20Landing%20Page%20Graphic-1.png --- [![Brightfield Group logo](https://content.brightfieldgroup.com/hs-fs/hubfs/Theme_BrightfieldGroup_November2019/image/5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png?width=500&height=141&name=5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png "Brightfield Group logo")](https://www.brightfieldgroup.com/) # 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** Sign up now to download your FREE copy of the snapshot and see what the data is telling us about where food consumer trust is headed next. ![New Food Narrative Trends 2026 Landing Page Graphic](https://content.brightfieldgroup.com/hs-fs/hubfs/New%20Food%20Narrative%20Trends%202026%20Landing%20Page%20Graphic.png?width=900&height=900&name=New%20Food%20Narrative%20Trends%202026%20Landing%20Page%20Graphic.png "New Food Narrative Trends 2026 Landing Page Graphic") [Platform](https://www.brightfieldgroup.com/wellness-cpg-industry-insights) [Blog](https://blog.brightfieldgroup.com/?hsLang=en) [Company](https://www.brightfieldgroup.com/about-brightfield) [Resources](https://www.brightfieldgroup.com/resources) [Schedule a demo](https://www.brightfieldgroup.com/contact-us) [![Brightfield Group Logo](https://content.brightfieldgroup.com/hs-fs/hubfs/Theme_BrightfieldGroup_November2019/image/5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png?width=600&height=169&name=5dcb26208870323275d245f5_BrightfieldGroup_logo_long_WHITE-01.png "Brightfield Group Logo")](https://www.brightfieldgroup.com/)