Processed Foods Fall Out of Favor as Clean Eating Changes Global Diet: Euromonitor International

Thursday 20 November 2025 13.02

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More than one in four consumers worldwide are now actively limiting their intake of processed foods as concerns about UPF (ultra-processed foods) increase, according to research conducted by data analysis company Euromonitor International.

This signals a major shift in dietary behavior, according to insights shared so far Euromonitor Live: First Look web event, where experts reveal exclusive trends shaping the food and drink landscape.

Citing the latest findings on food and drink insights and trends from Euromonitor International’s Passport knowledge centre, Tom Rees, global insight manager for food and staples at Euromonitor Internationalsaid: “Going into 2026, growth will be shaped by consumers’ pursuit of health. Success lies in delivering greater value in every bite – and every sip – through three strategic avenues: eliminating what consumers don’t believe in, adding functional health benefits, and using technology for personalization and innovation.”

Organic and natural foods are gaining momentum as UPF intake decreases

As retail sales volumes of processed foods decline across categories by 2025, consumers will increasingly seek clean label products, creating opportunities for growth in organic and natural foods.

According to Euromonitor’s 2025 Consumer Voice: Health and Nutrition Survey, the top three global preferences for ingredients in 2025 are: limited or no added sugar (34%), preservative-free (29%), and natural products (28%).

Rees explains: “While health-conscious lifestyles continue to influence purchasing decisions, demand for products with simplified ingredient lists will continue to increase, further reshaping innovation pathways in the food and drink industry.”

Shifting eating patterns are increasing demand for healthier drinks

Functional beverages are experiencing significant growth, driven by consumer demand for products that offer specific health benefits. Key focus areas include energy drinks, fiber-enriched drinks, protein-enriched drinks, with innovations that go beyond traditional caffeine-based energy drinks.

Howard Telford, senior global insight manager for soft drinks at Euromonitor Internationalexplains: “The evolution in the food industry is reflected directly in beverages. Even amidst today’s economic pressures, consumers are increasingly willing to invest in products that offer genuine value and real benefits.”

Increased energy remains the leading health benefit claim in soft drinks, accounting for a global market worth USD 86.5 billion by 2024. However, consumer demand for more diverse health solutions continues to rise, with digestive health, immune support and cognitive support rapidly increasing.

“The rise in healthier options and growing innovation in functional benefits now form the core of beverage refreshment,” Telford concludes.

About Euromonitor International

Euromonitor International leads the world in market, industrial, economic and consumer data analysis and research. We provide global insights and data on thousands of products and services to help our clients unlock countless opportunities® and we are the first port of call for organizations looking for growth.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251120084868/en/

Contact

Euromonitor Press Office – press@euromonitor.com

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27% of global consumers now limit their consumption of processed foods.