In today's evolving nutrition landscape, consumers are increasingly prioritising health and wellness, seeking clarity, confidence, and control over their food choices. This rise in consumer awareness has intensified conversations around contentious topics like ultra-processed foods (UPFs), GLP-1-friendly products, and clean labels. However, the absence of standardised definitions for these terms often leaves consumers confused about what truly constitutes a "clean label" or an ultra-processed food. Industry research reveals a marked 101% increase in social discussions around these disruptors within the past year, reflecting growing consumer concern and curiosity.

Amid this complexity, food brands and manufacturers are encouraged to recalibrate their focus to the fundamentals of nutrition - ingredients. Whole, transparent ingredients such as grains and pulses emerge as reliable, health-forward options that resonate deeply with consumers’ demands for authenticity and nutritional value. These ingredients provide essential nutrients like fiber and protein, which are widely recognised by consumers for their health benefits. Survey data from Ardent Mills illustrates this clearly: 75% of consumers associate grains and pulses with positive protein intake, 91% recognise their fiber benefits, and 88% see them as foundational to rich nutrient intake.

By emphasising the quality and transparency of ingredients, brands can cut through the noise generated by ambiguous labels and ill-defined terms. This approach helps meet consumer priorities for clean-label foods and GLP-1-friendly options while simultaneously addressing concerns about the high prevalence of UPFs. Nearly 79% of consumers connect grains and pulses to clean-label eating due to their familiar and straightforward nature, and 46% express a stronger preference for products with recognisable ingredients. Furthermore, 85% of respondents see grains and pulses as contributing to satiety, which aligns with growing interest in diet strategies that balance fullness with nutrition, including those involving GLP-1 therapies.

Nutrition doesn't have to come at the expense of taste. Consumers continue to demand enjoyable eating experiences alongside health benefits, with 85% asserting that taste remains a daily priority. Grains and pulses fulfill this dual role effectively, enhancing both flavour and texture in a cost-accessible manner. This balance is also reflected in consumer behaviour, as 46% intentionally seek out grain-containing foods during shopping, indicating the active role ingredients play in purchase decisions.

In this climate, transparent communication through on-pack messaging becomes crucial. Clear ingredient callouts serve to educate consumers and build trust, bridging the gap between awareness and understanding. Collaborations between food brands and ingredient suppliers present opportunities for innovation grounded in ingredient authenticity and nutritional quality. Such partnerships enable the development of products that reflect consumer values, ensuring that food choices align with health goals while maintaining appeal.

Underlying the consumer shift toward whole ingredients is mounting scientific evidence about the health risks of UPFs. Studies have linked high UPF consumption—comprising up to 58% of calorie intake in some high-income countries, to an array of health problems, such as heart disease, cancer, obesity, diabetes, inflammation, mental health issues, and premature mortality. Research published in The BMJ shows a 50% increase in cardiovascular-related death risk among diets rich in UPFs. Additional studies find that excessive UPF intake is associated with elevated inflammatory markers like high-sensitivity C-reactive protein, which predicts cardiovascular risk. Emerging research also implicates UPFs in metabolic and hormonal dysfunction, cognitive decline, and impaired brain health. Although there are challenges in defining and evaluating the healthfulness of processed foods, the consensus underlines the public health urgency of reducing reliance on UPFs.

Thus, as consumers navigate a food environment complicated by conflicting information and increasing ingredient scrutiny, the focus on whole, minimally processed components like grains and pulses offers a clear pathway forward. These ingredients not only meet the nutritional and taste expectations of modern consumers but also provide a meaningful response to the challenges posed by dietary disruptors. Food companies that centre their innovation and transparency efforts on authentic ingredients are positioned to build greater consumer trust and success in a dynamic market.