IFT First 2024: Innova Market Insights finds US consumers confused by ultra-processed foods

19 Jun 2024 — New research from Innova Market Insights suggests US consumers hugely underestimate their consumption of ultra-processed foods and lack understanding of what constitutes ultra-processed foods, which could impact their ability to eliminate unhealthy meals from their diets. 

The global leader in market intelligence for the food and beverage industry found only 19% of consumers acknowledged they consume ultra-processed foods daily.