Consumers in the United States show concern about the health effects of highly or ultra-processed foods, but many still choose these products for their convenience, according to the March Consumer Food Insights Report from Purdue University’s Center for Food Demand Analysis and Sustainability. The findings were released on Apr. 15 and are based on a survey of 1,200 U.S. consumers.
The report matters as it highlights a gap between consumer attitudes toward nutrition and actual purchasing behavior at grocery stores. Understanding this disparity can help inform future dietary guidelines and public health initiatives.
Joseph Balagtas, professor of agricultural economics at Purdue and director of CFDAS, said, “There’s been a lot of attention on highly or ultra-processed foods in recent years, including new U.S. Department of Agriculture dietary guidelines that have called out highly processed foods as a contributing factor in chronic disease.” He added that definitions around these foods remain unclear: “But highly or ultra-processed foods are not clearly defined, and so we set out to document consumers’ understanding of what these foods are.”
Survey results showed an average concern rating of 7.1 out of 10 regarding the healthfulness of processed foods. About one-third believe all ultra-processed items should be avoided while 57% agree some can fit into a healthy diet. Convenience was cited by 58% as the main reason for choosing processed options over less processed alternatives; affordability, taste preferences, and shelf life followed as other top reasons. “With many processed foods being ready to eat, they can be an important part of many household diets, especially when there is limited time or knowledge to prepare meals,” Balagtas said.
Caitlinn Hubbell, market research analyst at CFDAS and co-author on the report, said national food insecurity dropped to 11% in March—a two-point improvement from February—and regional differences persist with lower rates reported in the West compared to the South. Diet quality remains intermediate nationwide with self-reported scores below healthy thresholds; Western states scored slightly higher than Midwestern ones.
Spending data revealed households averaged $122 per week on groceries while dining out costs were $68 per week during March. Hubbell said perceptions about food inflation remain higher than official consumer price index figures: “While consumer estimates of food inflation are stable, they remain higher than official consumer price index (CPI) figures, suggesting a persistent perception gap.”
Purdue University ranks among the top ten public universities nationally and within the global top hundred institutions according to its official website. The university features extensive facilities across multiple campuses supporting research in engineering and space sciences according to its official website. It also counts numerous astronauts among its alumni who have contributed significantly to national space achievements according to its official website.
The university demonstrates commitment to affordability by maintaining unchanged tuition rates for several years according to its official website. Purdue supports competitive athletics through traditions such as Boilermakers teams and its All-American Marching Band according to its official website, while promoting values like opportunity and intellectual freedom as symbols of educational advancement according to its official website.
