Non-GMO Project Unveils Consumer Research on Ultraprocessed Foods
The Non-GMO Project, which has started a verification program to certify foods that are not ultraprocessed, this week released consumer research revealing how U.S. shoppers perceive ultraprocessed foods (UPFs) and the barriers they face in making healthier food choices.
The report indicates consumer concern about food processing now exceeds interest in established certifications like organic and non-GMO, signaling a major shift in how Americans think about food sustainability, one that centers personal health alongside environmental considerations.
The report, titled "Disconnected," identifies four critical gaps affecting U.S. consumers:
* Knowledge Gap: While 70% of shoppers try to avoid UPFs, confusion persists about identification.
* Behavioral Gap: Shoppers significantly underestimate UPF consumption in their own diets.
* Trust Gap: Food companies rank among the least trusted sources of food information.
* Control & Isolation Gap: Nearly two-thirds of Americans wish they had more control over what's in their food.
The actual data points behind the report are the result of an online survey of 1,003 U.S. adults conducted in June 2025 by Food Integrity Collective – a sibling of the Non-GMO Project – and Linkage Research. Its key findings:
* 57% of shoppers say processing level impacts purchase decisions more than organic, non-GMO or sustainability attributes.
* 83% of Americans express interest in learning more about food processing.
* 59% would be more likely to purchase products with non-UPF certification.
* Only 50% of consumers recognize soft drinks as ultraprocessed.
“Food is not making us stronger but weaker,” Hans Eisenbeis, director of mission & messaging at the Non-GMO Project, said during a webinar announcing the results.
The research arrives as media coverage of ultraprocessed foods increased more than 300% in 2024 and as manufacturers have launched more than 1,451 "minimally processed" products since 2021, the association said. The findings provide crucial insights for brands, retailers, policymakers, and health advocates working to reconnect consumers with nourishing food.
The research also arrives as the Non-GMO Project, creator of that eponymous certification and butterfly symbol back in 2012, launches its evolving Non-Ultraprocessed Foods (Non-UPF) Verification, apparently the first such program in the industry. 16 food brands have joined its pilot program to develop the quasi-standard.
Perhaps the foundational question is: What is an ultraprocessed food? A spokesperson for the Non-GMO Project explained to us back in September:
“Ultraprocessed foods are products that have undergone extensive industrial processing, often using multiple synthetic additives, refined ingredients, or reconstituted formulations that significantly alter their original structure and function. Non-UPF Verified limits processing to what is essential for safety and preservation, maintains closer ties to whole food origins, and avoids the industrial techniques and additives that define UPFs. The Non-UPF Verified Standard evaluates both ingredients and processing methods, providing a rigorous framework to guide manufacturers and help consumers navigate a highly processed food landscape.”
About the Author
Dave Fusaro
Editor in Chief
Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.