Beyond the ultra-processed narrative
Our latest research shows how nutrition and consumer perceptions alike put plant-based meat in a different category than candy, chips, and soda.
Special thanks to Taylor Leet-Otley, GFI’s Senior Consumer Research Lead, and Chelsea Hammersmith, GFI’s Corporate Engagement Content Specialist.
If you’ve followed recent food headlines, you’ve probably heard the term ultra-processed food (UPF) mentioned frequently, along with concerns about the health impacts of these foods. For many products characterized as UPF, these critiques are warranted. But they likely reflect nutritional characteristics common to many UPFs—not universal to the diverse range of foods that fall under that umbrella.
The NOVA food classification system is often used to define “ultra-processed” foods. But NOVA is based on production method and ingredient formulation, not nutrient profile. Many of the foods classified as UPFs are high in sodium, saturated fat, and added sugar, and low in fiber and micronutrients. Some are designed for hyper-palatability, making them easy to overconsume.
On the other hand, processing itself can be a tool to improve nutrition. It can retain or concentrate beneficial nutrients—such as protein extracted from soy—and add others through fortification, like vitamin D in milk. Processing can also extend shelf life, reduce food waste, and enhance food safety.
So where does plant-based meat fit in? It’s become a key question for unlocking broader consumer adoption. And there is a big opportunity if it’s done effectively. GFI’s U.S. consumer segmentation found that well over half of consumers from Gen Z to Gen X are open to plant-based meat if it meets taste and price expectations and offers a compelling value proposition—which, for many consumers, centers on health.
Here’s the key takeaway from two new GFI resources: plant-based meat has distinct nutritional advantages and is not linked to the negative health outcomes associated with most UPFs—and many consumers recognize it as a healthy choice.
Plant-based meat is often classified as ultra-processed, but it may be the exception.
Most plant-based meat products meet the definition of “ultra-processed” under the NOVA food classification system. After all, plant-based meat is designed to replicate the taste and texture of meat. That takes innovation, food science—and, yes, processing.
But nutritional science increasingly shows that plant-based meat stands apart from typical UPFs like candy, chips, and sugary drinks.
GFI’s recent white paper on the nutritional profile of plant-based meat summarizes what researchers consistently find when comparing plant-based meat to conventional meat.
Plant-based meat is generally:
Lower in calories
Lower in saturated fat
Free from dietary cholesterol
Higher in fiber
Comparably high in protein
And has other nutritional benefits
A systematic review and meta-analysis of 7 randomized controlled trials found that consuming plant-based meat was associated with lower LDL (“bad”) cholesterol levels, which could reduce risk of cardiovascular disease.
And importantly, studies examining UPFs typically don’t include plant-based meat—meaning broad claims about the negative impacts of “ultra-processed foods” often aren’t actually based on evidence about plant-based meat.
Processing is a perception gap, but not necessarily a purchase barrier today.
Consumers who care about healthy eating aren’t always consistent with how they treat “processed” foods.
In GFI’s newly released consumer study on how health perceptions shape plant-based meat choices, we found that many U.S. consumers express conflicting views about food processing. A majority say they try to avoid processed foods, but a majority also say processed foods are safe in moderation—an outlook that aligns with guidance from many health authorities.
What makes GFI’s research unique is that it went beyond what consumers say they care about in surveys. It paired consumer attitudes with verified purchase data to compare what consumers say they want with how they actually spend at the grocery store.
Consumers who say they avoid processed foods spend less on categories like candy, cookies, and frozen meals—but not less on plant-based meat.
We found that conflicting attitudes about processed foods are reflected in purchase behavior. Consumers who say they avoid processed foods still buy items typically viewed as processed, like chips, cookies, and frozen meals. However, they spend less on those products than consumers who don’t say they avoid processed foods.
Purchase data reveals a different story for plant-based meat: buyers who say they avoid processed foods spend just as much on plant-based meat as those who don’t. And that’s despite the fact that plant-based meat buyers are more likely than others to express concerns about processed foods.
This is an important insight for the industry because it suggests that while processing concerns are real, they may be more of a messaging and trust challenge than a major driver of purchasing behavior today.
Health-focused consumers actually spend more on plant-based meat.
Another signal that consumers treat plant-based meat differently from other processed foods is how spending changes based on health motivation.
Plant-based meat consumers who strongly agree that health is their top consideration when buying food purchase plant-based meat more often, spending 56 percent more than those who disagree.
Even if general concerns about processed foods don’t affect plant-based meat spending, consumer purchases do appear to respond to two signals often associated with processing: long ingredient lists and unfamiliar ingredients. Around ten ingredients appears to be a tipping point—beyond that, many consumers say a product has “too many.” While many plant-based meat ingredients are viewed positively, some prompt hesitation, with ingredients like methylcellulose more likely to be avoided.
There’s room to improve products and perceptions to unlock demand.
While plant-based meat has several nutritional advantages relative to conventional meat, opportunities exist to further improve the nutritional profile of some products, such as reducing sodium levels, improving fat quality, or considering alternatives to certain ingredients. Any reformulation, though, should not compromise taste, which is the top factor impacting whether consumers choose to eat plant-based meat.
Our consumer research shows that improving these nutritional attributes could motivate consumers to choose plant-based meat more often, but so could clearer communication of the health benefits plant-based meat already delivers.
As we’ve highlighted earlier in this Substack series, many consumers don’t realize that plant-based meat delivers on common health priorities, like protein and gut health. In fact, many plant-based meat products already meet or exceed consumer expectations for protein and offer unique advantages, such as fiber and lower saturated fat—but awareness is lagging.
That creates clear opportunities to deepen engagement with plant-based meat, such as:
Highlighting protein content
Educating on fiber and gut health benefits
Emphasizing low saturated fat and zero cholesterol
Leveraging the lack of hormones and antibiotics
Additionally, information on the ingredients and processes used to make plant-based meat may help consumers feel even better about the products.
The takeaway is clear: plant-based meat may be processed, but it doesn’t fit the typical ultra-processed food narrative. Many consumers seem to recognize that distinction—and the industry can build on it by strengthening awareness, education, and transparency.
To learn more, explore GFI’s resources on the nutritional profile of plant-based meat and how health perceptions shape plant-based meat choices, along with our plant-based meat consumer segmentation.
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