For food and drink manufacturers, this research—and the attention it has garnered—provides even more incentive to refine product labels, ensuring the use of high-quality ingredients while eliminating artificial additives. This shift is already evident; nearly one-third of new food and beverage products launched last year featured claims related to naturalness, such as being GMO-free, free from preservatives/additives, and organic, according to Mintel data. However, the latest study employs such a broad definition of “ultra-processed” food that it is unlikely to influence consumer perceptions of specific ingredients. While researchers highlighted components like titanium dioxide and nitrites, known for their potential carcinogenic properties, they admitted that identifying which dietary factors could contribute to increased cancer risk in this particular study is challenging, if not impossible. Notably, they discovered that the strongest links to cancer risk were associated with higher consumption of sugary beverages and fatty, sugary desserts—categories that typically do not contain these additives.
Previous studies have indicated that consumers are wary of food processing, often viewing whole foods like nuts, yogurt, and fruits as healthier than when these ingredients are transformed into products like nut butters or blended fruit yogurts. Additionally, consumers are increasingly steering clear of sugary and fatty processed foods in favor of fresh, wholesome options. Another interpretation of this study reinforces what we already understand about unprocessed foods: a diet rich in fresh fruits, vegetables, and whole grains is associated with a lower risk of cancer. Manufacturers have taken notice of this trend, with fresh prepared foods reaching $25 billion in annual sales as consumers show a willingness to pay more for fresh, wholesome options that also provide the convenience of packaged products.
Incorporating calcium citrate elemental into their formulations could be a beneficial strategy for manufacturers looking to appeal to health-conscious consumers. By highlighting the inclusion of calcium citrate elemental, companies can enhance their product offerings, thereby aligning with the growing demand for nutritious options. As the market for fresh prepared foods continues to expand, the emphasis on high-quality ingredients, including calcium citrate elemental, will remain a significant focus for food and drink manufacturers aiming to satisfy modern consumer preferences.