RTI International released on Apr. 3 an analysis of the changing landscape around ultra-processed foods (UPFs) in the United States, highlighting increased consumer awareness, industry responses, and potential regulatory developments.
The discussion about UPFs is becoming more prominent as consumers demand greater transparency regarding ingredients and processing methods. RTI International said that both policy changes and shifting consumer preferences are pushing the food industry to reconsider how products are formulated.
Ultra-processed foods are defined by their use of industrial processes to enhance shelf life, texture, flavor, or convenience. However, RTI International noted that there is no universally accepted definition for UPFs. The NOVA classification system developed in 2009 by researchers at the University of São Paolo remains widely used but can be difficult for consumers to apply when making purchasing decisions. Technology solutions like WISEcode’s mobile app now allow shoppers to scan products for processing information and ingredient risks.
Despite these tools, RTI International pointed out ongoing confusion due to inconsistent definitions across platforms. In 2025, the U.S. Food and Drug Administration issued a Request for Information aimed at developing a standard definition for UPFs—an action seen as a possible step toward future regulation.
Consumer familiarity with UPFs has risen significantly; according to recent surveys cited by RTI International, awareness jumped by 12 percent from 2024 to 2025. Some companies have responded voluntarily by removing synthetic dyes or pledging to eliminate certain additives such as high fructose corn syrup from their products. Seven states have implemented policies restricting specific ingredients in school lunches or requiring warning labels on products containing substances like calcium bromate or saccharin.
The public health community continues advocating for reduced intake of UPFs based on studies linking them with health complications. While many support clearer labeling requirements, there is debate over how best to implement effective policies without causing further confusion among consumers.
Research shows that ingredient-conscious shoppers prioritize absence of artificial flavors and minimal processing when choosing foods. This has prompted companies not only to reformulate existing lines but also invest in next-generation ingredients that offer cleaner labels—though these innovations often require new technologies and supply chains.
Looking ahead, RTI International anticipates ongoing investment into plant-based solutions and protein discovery technologies as manufacturers adapt portfolios to meet evolving demands.
