Craving Clean: The New War on Ultraprocessed Food and Food Dyes - Brightfield Group Q2 2025

Below is a summary of the Brightfield Group Q2 2025 report, "Craving Clean". Insiders can view the full version here. Not an Insider yet? Sign up today to read this and many more valuable reports from our expert data partners.

Consumers are becoming increasingly mindful of the ingredients in their food, and interest in ultra-processed foods (UPFs) and synthetic dyes has grown significantly over the past year. Brightfield Group’s Q2 2025 Wellness Report explores the evolving conversation around these topics and what it means for brands, retailers, and product developers.

Key insights from the report:

• Social conversations about ultra-processed foods rose 170% year-over-year, as consumers associate UPFs with issues like “brain fog,” “fatigue,” and “chemical-laden food.”
• Mentions of terms such as “real vs. fake food” and “factory-made snacks” have increased by over 600%, pointing to a desire for more transparency and recognizable ingredients.
• Discussions around synthetic food dyes grew 58% YoY, with particular concern around additives like Red 40 and Yellow 5, which are frequently linked to hyperactivity and behavioral concerns—especially in children.
• Roughly one-third of U.S. adults report actively avoiding artificial colors, with the trend being strongest among higher-income consumers, Gen Xers, and Boomers.
• Brands and retailers are responding: PepsiCo has removed artificial dyes from over 60% of its U.S. food portfolio, while companies like Sam’s Club, Aldi, and Trader Joe’s have made public commitments to cleaner ingredient lists.

As regulatory agencies such as the FDA explore formal definitions for UPFs and states begin phasing out certain synthetic dyes, brands are taking proactive steps to meet evolving consumer expectations. Natural alternatives—like beetroot extract, turmeric, spirulina, and butterfly pea flower—are gaining traction, especially in snacks, beverages, and functional foods.

This report offers data-backed insights into the future of food formulation, consumer sentiment, and clean-label innovation.

>> Insiders can view the full report here.

Insiders can view the full version here. Not an Insider yet? Sign up today to read this and many more valuable reports from our expert data partners.