The New Food Narrative: Ultra-Processing, Sweeteners & Consumer Skepticism

Once accepted as industry norms, ultra-processed foods and artificial ingredients are now under fire. In Q4 2025, scrutiny of what’s in our food hit new highs — driven by growing consumer awareness, shifting values, and real-time conversations across social platforms.

Discover how skepticism is reshaping the food and beverage landscape — and what it means for brands navigating transparency, trust, and the future of food.

Report Highlights:

Why clean label claims like “no seed oils” and “no added sugar” are outpacing traditional health callouts like “low fat”
How ultra-processed foods are being discussed online like toxins — with mentions up 72% year-over-year
Who the “ultra-processed avoider” is — and why they matter
What’s next: The rise of functional alternatives like prebiotic soda, protein cereal, and clean-ingredient snacks
Which functional ingredients are declining and what this tells us about shifting consumer priorities

Get the full report to see how trust, transparency, and ingredient integrity shape the new food conversation.