Most Americans are willing to pay more for ultra-processed quality foods

As part of its study, Ayana Bio defined ultra-processed foods as “foods that have undergone multiple levels of processing and contain additives such as preservatives, sweeteners, sensory enhancers, colors, flavors and processing aids.” The Ultra-Processed Foods Research Report features data from 2,000 American consumers aged 18 years and older.

“Food processing, including in particular the cultivation of plant cells, can make it possible to create nutritious ingredients. Our research confirms that most Americans are open-minded about including healthier, processed foods in their diets when such options exist,” says Frank Jaksch, CEO of Ayana Bio. “The media has painted a depressing picture of ultra-processed food, but we need food processing methods to take the pressure off traditional agriculture and produce sustainable, nutritious ingredients for the masses.”

Americans are split on whether all ultra-processed foods are unhealthy, with 57% saying yes and 43% saying no.

For consumers, health in the context of food is more about benefits than harm. The survey found that more people (64%) typically associate “healthier” foods with more nutritional value, rather than simply fewer unhealthy ingredients like fat, sugar and salt. But they are open-minded, notes Ayana Bio.

Two-thirds of adults will eat more and pay more for foods that are ultra-processed and contain more nutritious ingredients or additional health benefits.

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

Interestingly, 67% of adults are willing to pay more for ultra-processed foods that contain more nutritious ingredients that provide more health benefits, regardless of household income. Of these, 68% would pay $3 more.

The younger generation and parents are most eager for opportunity. Millennials, Gen Z adults and parents with children are more interested in trying and paying more for healthier ultra-processed foods—84% among 18-34 year olds versus 43% among those over 65.

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

More than half of adults surveyed would be more inclined to include ultra-processed foods in their diet if they had better quality ingredients.

52% of adults and 62% of parents with children under 18 would be more willing to include ultra-processed foods in their diet if they had better quality ingredients.