Ultra-processed Foods – A Research and Policy Conversation
Ultra-processed foods (UPFs) are more than a buzzword—they are reshaping conversations about diet quality, food affordability, public health, and consumer behavior. The April webinar discusses the NOVA food classification system and how it defines ultra-processed foods, what current research tells us about consumer perceptions of the relationship between UPFs and health, and how UPFs compare in terms of price and nutrient density. The session features an extended question-and-answer period with the panelists and special guest Marion Nestle, Ph.D.
Nick Rose – Consumer Strategies for Identifying (and Avoiding) “Ultra Processed” Foods
Nick Rose introduced the NOVA classification system, highlighting that ultra-processed foods contain multiple ingredients and industrial additives not found in home kitchens. Rose compared global rates of UPF intake by different nations and noted that more than half of U.S. adults’ calories come from UPFs with lower consumption patterns in older populations and higher-income households.
Rose shared his research examining consumer strategies for identifying and avoiding UPFs. Using a 2022 survey of adults in Vermont, he found that about one-third of respondents actively reported efforts to reduce UPF consumption. Rose’s research explored how consumers use labels and non-nutrient indicators, such as ingredient lists and production practices, to guide food choices. His findings indicated that respondents actively reducing UPF consumption prioritized non-nutrient indicators over traditional nutrient metrics. The study suggests that the public is interested in reducing UPF consumption and that educational and labeling efforts could support these consumer behaviors.
Brandon R. McFadden – Ultra-Processed Foods, Nutrient Density, and Price: Evidence from Retail Scanner Data
Brandon R. McFadden presented preliminary findings from retail scanner data examining UPFs, nutrient density, and pricing. Using 52 weeks of data ending in July 2025, products were classified by NOVA and linked to nutrient information to calculate the Nutrient Rich Food (NRF) 6.3 index. He analyzed five categories: cereal, dairy, fruits and vegetables, prepared foods, and snacks, excluding fresh produce, deli meals, and low-sales items.
McFadden found that NOVA 4 products dominated availability in some categories. On average, NOVA 4 products had lower NRF 6.3 scores than non-NOVA 4 products, though differences narrowed in the highest nutrient-density tertiles. Pricing analysis showed NOVA 4 products were generally less expensive than non-NOVA 4 alternatives. These results highlight that while ultra-processed foods are prevalent, some high-nutrient-density UPFs can outperform less-processed options and are more affordable.
This program is supported in part by the Agricultural and Applied Economics Association.