Demonization doesn't have to be a death sentence for an ingredient or product because consumers may not pay much attention to ingredients. New research from Innova Market Insights, a global leader in market intelligence for the food and beverage industry, shows that only 36% of North American consumers describe their approach to healthy eating as limiting ingredients that are bad for them. Many also don't check ingredient lists on packaging. So while tracking cultural conversations around demonized ingredients is essential, immediate action to remove them from the food supply is not always necessary.

Ultra-processed foods (UPFs) are among the top types of demonized foods, as are many of the ingredients used in processing. Again, the volume of media and social media buzz may not mean that manufacturers need to reformulate. Consumers do not have a clear understanding of food processing. Public health experts continue to debate the definition and safety versus harm of UPFs so consumer confusion is not surprising. About half of consumers surveyed in the US and Canada report eating UPFs no more than once a week; an unlikely reality given how available these products are, and how well they tend to sell. North American participants in a recent Innova survey note that they consume UPFs because they are affordable and taste good (41% each). Affordability and taste are two major purchase drivers for food and beverage products.

The terms "natural" and "clean" can suggest freedom from demonized ingredients such as artificial sweeteners, additives, and preservatives. Because these terms do not have regulated or agreed-upon definitions, they cannot be relied upon to indicate whether a product contains demonized ingredients. Also, 37% of North American consumers surveyed by Innova would compromise on natural flavors for a product to taste good.

"Our research shows that affordability and enjoyment are strong drivers of food choice, while demonized ingredients are not a major concern for most consumers," says Lu Ann Williams, global insights director at Innova Market Insights.

"The current US political landscape and weakened regulatory environment are poised to ramp up demonization of ingredients like seed oils, artificial colors, preservatives, and artificial sweeteners. But reduced government regulation could lead to an increase in a more harmful consequence, less protection against foodborne illnesses."