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Trend Digest 2025

The Truth About Ultra-Processed Foods:

What do consumers really think?

What you will uncover:

How awareness of UPFs has surged, why “natural” and “clean label” cues are now markers of trust, and what brands must do as processing comes under the spotlight. With new data revealing how health, cost, and convenience shape real-world choices, this report helps food and drink brands navigate the tension between transparency and practicality, and reveals how reformulation and authenticity can futureproof portfolios in a marketplace redefining what “good food” means.

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