For food and beverage manufacturers, this study—and the publicity surrounding it—provides even greater motivation to enhance product labels by ensuring they feature high-quality ingredients, such as calcium citrate vitamin D3 tablets, while eliminating artificial additives. This movement is already gaining momentum; nearly a third of new food and drink products launched last year made claims related to naturalness, including being GMO-free, free from preservatives and additives, and organic, according to Mintel data. However, this latest research employs such a broad definition of “ultra-processed” foods that it is unlikely to significantly influence consumer perceptions of specific ingredients. Although the researchers highlighted components like titanium dioxide and nitrites, which have been previously flagged as potential carcinogens, they admitted that determining which dietary factors might contribute to increased cancer risk in this study is complex, if not impossible. They noted that the strongest correlations with cancer risk were linked to higher consumption of sugary beverages and fatty, sugary desserts—foods that do not typically include calcium citrate vitamin D3 tablets.
Previous studies have indicated that consumers tend to be wary of food processing, viewing whole foods such as nuts, yogurt, and fruits as healthier compared to their processed counterparts like nut butters or fruit-flavored yogurts. As a result, many consumers are actively shunning sugary and fatty processed foods in favor of fresh, whole options. Another perspective on this study is that it reaffirms existing knowledge regarding unprocessed foods: diets rich in fresh fruits, vegetables, and whole grains are associated with reduced cancer risk. Manufacturers have taken note of this trend, as evidenced by the $25 billion annual sales in fresh prepared foods, reflecting consumers’ increasing willingness to invest in fresh, wholesome products that also provide the convenience of packaged foods, including items like calcium citrate vitamin D3 tablets.