A new survey suggests most Americans have little idea how much of their diet is made up of ultra-processed food, with estimates running far below government figures on actual consumption.
The poll of 2,000 Americans, conducted by Talker Research on behalf of Amy’s Kitchen, found respondents believe ultra-processed foods make up just 16% of their diet. CDC data, however, put the real figure at 53% — meaning the average person is underestimating their exposure by more than three times.
Most people surveyed eat ultra-processed foods at least once a week, but only 9% could correctly identify which foods actually qualify as ultra-processed. Everyday staples such as sliced bread (42%), breakfast cereal (35%), deli meat (33%) and crackers (33%) are often ultra-processed without shoppers realizing it. Conversely, items many assume are healthier choices — plant-based milks (50%), protein bars (45%) and granola bars (45%) — are frequently heavily processed as well.
The confusion runs in both directions. Respondents wrongly flagged whole foods like pasteurized milk (50%) and rolled oats (40%) as processed, and mistakenly labeled lightly processed items such as kombucha (16%) and canned beans or vegetables (11%) as ultra-processed. More than a third of respondents (37%) said they believe any amount of processing makes a food “bad,” with many assuming jarred (54%), canned (49%) or frozen (45%) foods are nutritionally equivalent to cookies or chips.
Half of those surveyed admitted they are not confident they understand the difference between “processed” and “ultra-processed” food at all, and 44% said they feel overwhelmed by conflicting dietary advice.
A Hidden Financial Cost
The knowledge gap isn’t just about health — it carries a dollar cost that most people haven’t calculated. Survey respondents estimated spending $52 a week on “real” food and $40 a week on ultra-processed food, which adds up to an estimated $128,149 over a lifetime.
But that’s only the price at the register. Health economist Lindsay Allen, PhD, analyzed the broader financial toll of a diet heavy in ultra-processed foods — including healthcare spending, lost productivity and other long-term factors — and found those hidden costs can exceed $350,000 over a lifetime, on top of grocery bills.
“Especially in this economy, people tend to think about the sticker price of food, not the downstream cost of eating it,” said Allen. “People typically only see the price on the receipt, and don’t consider the invisible costs associated with eating a high ultra-processed foods diet over time, including a shorter life expectancy, which carries a sizable economic cost of its own.”
Respondents were split on where they think those added costs would come from: 34% pointed to future physical health conditions, 21% to reduced work productivity, and 17% to lost wages from sick days.
Choices at the Checkout
On average, respondents said they make about three purchases a week driven by cravings and another three driven by price rather than health considerations. Staying within budget (31%) and buying food their household will actually eat (23%) remain the top priorities when grocery shopping. Roughly one in five said they feel forced to choose between health and cost (21%) or struggle to find food they actually want to eat (20%), and 41% said they often feel conflicted about buying ultra-processed food at all.
Despite the confusion, the survey suggests people are open to changing their habits with better information. Forty-two percent said they would cut back on ultra-processed purchases if they knew it would cost them more in the long run, and 69% said they’d be willing to spend close to $1,200 more a year on higher-quality groceries to reduce long-term health risk.
When asked who bears responsibility for preventing these long-term costs, respondents placed more blame on food manufacturers (28%) than on retailers, government or themselves.
Amy’s Kitchen CEO Paul Schiefer argued the findings point to a need for clearer labeling rather than more regulation of what people eat.
“Consumers shouldn’t have to be experts in food processing to understand what they’re eating or the potential long-term impact of their choices,” said Schiefer. “With ultra-processed foods so prevalent in our food system, greater transparency around ingredients and how food is made is essential. Tools like the Non-UPF Verified seal help make it easier for people to make informed choices for themselves and their families.”
The survey of 2,000 general population Americans with internet access was commissioned by Amy’s Kitchen and conducted online by Talker Research between Sept. 3 and Sept. 8, 2026.
