Two-thirds of US adults would pay more for ultra-processed foods that are “more nutritious,” reveals Ayana Bio

18 Oct 2023 --- Ayana Bio, a plant cell tech company, is highlighting that a large number of US consumers are open to incorporating healthier ultra-processed foods (UPFs) in their diets and would pay more for such options, with taste, ingredient quality and convenience as the most important factors driving this type of consumption.

As part of its survey, Ayana Bio defined ultra-processed foods as “foods that have gone through multiple levels of processing and contain additives such as preservatives, sweeteners, sensory enhancers, colorants, flavors and processing aids.” The Ultra-Processed Food Pulse Survey report features insights from 2,000 American consumers aged 18 and older.

“Food processing, including plant cell cultivation, in particular, can enable the creation of nutritious ingredients. Our survey affirms that the majority of Americans are open-minded about incorporating healthier, processed food options into their diets if these options exist,” says Frank Jaksch, CEO of Ayana Bio. 

Ayana Bio defines ultra-processed foods as “foods that have gone through multiple levels of processing.”“The media has painted a discouraging picture of ultra-processed foods, but we need food processing methods to take the pressure off traditional agriculture to yield sustainable and nourishing ingredients for the masses.”

Bad for health?
Americans are split on whether all ultra-processed foods are bad for your health: 57% said yes, 43% said no. 

For consumers, health in the context of food is more about benefit than harm. The survey revealed that more people (64%) generally associate "healthier" foods with greater nutritional value, rather than simply having fewer harmful ingredients like fat, sugar, and salt.

But they are open-minded, flags Ayana Bio. 

Two-thirds of adults would eat more and pay more for ultra-processed foods with more nutritious ingredients or added health benefits.

Meanwhile, three-quarters of adults (74%) would be willing to try an ultra-processed food if it had one of the following health benefits: better cardiovascular function, improved brain function, better sleep, better immunity or increased energy.

Interestingly, 67% of adults would be willing to pay more for an ultra-processed food that contains more nutritious ingredients that deliver better health benefits, regardless of household income. Of those, 68% would pay up to US$3 more.

Millennials & Gen Z eager for options 
Younger generations and parents are most eager for options. Millennials, Gen Z adults and parents with children are more interested in trying and paying more for healthier ultra-processed foods — 84% of 18-34-year-olds vs. 43% of over 65-year-olds.

Taste and convenience are important factors to most US consumers. Of those who include ultra-processed foods in their diets, these were the top motivators for doing so. A significant 82% of adults report including ultra-processed foods in their diets.

Ingredient quality matters
More than half of adults surveyed would be more willing to include ultra-processed foods in their diets if they had better ingredient quality. 

Fifty-two percent of adults and 62% of parents with children under 18 would be more willing to include ultra-processed foods in their diets if they had better ingredient quality. 

Edited by Elizabeth Green