2026 FoodMinds Study: Food Processing, Ingredients and Affordability Influence Consumer Choices

54% of consumers report starting or increasing food and beverage purchases based on perceptions of processing, additives or ingredients

• Surveyed 1,000 U.S. adults with primary or shared responsibility for household grocery shopping.

• 46% report stopping or reducing food and beverage purchases based on perceptions of processing, additives or ingredients.

• 58% agree affordable foods are often the most processed.

• 33% say clear ingredient lists would make food and beverage messages more believable.

CHICAGO, October 26, 2026--Food processing, ingredients and affordability are shaping how Americans make food purchasing decisions, according to FoodMinds' 2026 Conscious Consumption Index™ (CCI), a national survey of 1,000 U.S. adults responsible for household grocery shopping.

54% say they started buying or bought more of a food or beverage in the past year because it seemed less processed, had fewer additives or contained ingredients they preferred.

46% report stopping or reducing purchases because a product seemed more processed, had additives or contained ingredients they preferred to avoid. Meanwhile, 58% agree that affordable foods are often the most processed, highlighting a perceived tension between ingredient and processing preferences and affordability.

"Americans are using ingredients and perceptions of processing to help decide what belongs in their shopping carts," said Lauren Hoffman, MBA, RD, Senior Vice President at FoodMinds. "For food companies, understanding those perceptions is essential to communicating nutrition science in ways that address consumers' questions and concerns."

How food affordability influences consumer purchasing decisions

Six in 10 consumers (61%) agree that healthy, sustainable foods are too expensive. Nearly half (49%) strongly agree that food companies should do more to make healthier foods affordable.

Affordability and access also rank prominently among the actions consumers want companies to take to build trust. 30% say improving access to healthier foods in lower-income communities is a priority, and 28% say lowering the price of healthier foods will build trust.

Consumers want clear ingredient lists and transparent food labeling

When asked what would make brand messages about healthier, more affordable or less processed foods more believable, consumers most frequently select a clear ingredient list on the package (33%), followed by Nutrition Facts information showing lower added sugar, sodium or saturated fat (25%).

In message testing, statements about how foods are made and recognizable ingredients with explanations of their purpose rank among those most frequently selected as likely to increase trust. Statements about affordability, convenience and clearer information for parents rank among those most frequently selected as likely to encourage purchase.