The growth of ultra-processed products is not just a consumer trend, but a structural shift in the way the food industry generates profit.

Consumption of these products has increased significantly worldwide, with rises of up to 60% in recent years in some markets, driven by urbanization and changing lifestyles. At the same time, the ready-to-eat food market in Europe is expanding rapidly, stimulated by smaller households and growing demand for convenience.

Margins are no longer formed in agricultural production, but in processing, branding, and distribution. Ultra-processing enables standardization, longer shelf life, and optimized logistics costs—factors that support industrial profitability.

However, there is also a consumer reaction: more than a quarter of consumers say they are trying to reduce their intake of processed foods, turning instead toward “clean label” products.

The industry now stands between two models: the volumes and margins of industrial products and the renewed interest in traditional foods. The competition of the future will not be between food categories, but between economic models.

(Photo: Freepik)