The trend: Most Americans (92%) believe ultra-processed foods are designed to be hard to stop eating, with 84% saying they can’t stop once they start, according to a recent Lifesum survey.

• 82% say they feel regret or frustration after eating ultra-processed foods.
• 69% have tried, but failed, to cut back on eating ultra-processed foods.

Why it matters: US consumers’ desire for more labeling and marketing restrictions is aligning with emerging federal agency policies and growing public health scrutiny.

• 83% would like clearer warning labels on ultraprocessed foods, per Lifesum.
• 61% support restrictions on marketing.
• 49% think regulations should be similar to tobacco or alcohol rules.

Parents are especially concerned and changing their behaviors around ultra-processed foods:

• 78% of parent respondents say processed foods pose a major threat to children’s health, according to October 2025 KFF data.
• And in a separate survey, 42% of Gen Alpha parents say they limit processed foods for their children, per Numerator.

HHS Secretary Robert F. Kennedy Jr. said he will deliver a federal definition of ultraprocessed foods by April as part of his Make America Healthy Again (MAHA) agenda during a February Joe Rogan podcast. He also suggested front-of-package labeling, including a potential green, yellow, or red system to signal whether a product is healthy.

Implications for food marketers: US consumers’ rising anxiety about ultra-processed food, especially among parents, is a bellwether for increased transparency—and a signal that labeling regulations may not be far behind. With clear labeling becoming table stakes, brands will need to go beyond basic ingredient disclosures to stand out. Marketers need to acknowledge consumer concerns and shift toward messaging that supports moderation, rather than framing ultra-processed foods as guilty pleasures.