The ongoing debate surrounding ultra-processed foods (UPF) and their impact on health and consumer behavior continues to heat up. Amidst this conversation, a new white paper published by Georgetown University’s McDonough School of Business, in collaboration with the National Confectioners Association, presents a compelling argument for a more nuanced approach to understanding and regulating these foods.
Authored by Hank Cardello, the analysis, titled “New Consumer Insights on Ultra-Processed Indulgent Foods: How Confectionery Products Are Different,” argues that treating all ultra-processed food products the same way is not an effective policy strategy. Cardello emphasizes the importance of recognizing the unique nutritional and cultural aspects of ultra-processed foods and making informed decisions on how to best guide consumer purchasing behavior.
The report utilizes data from the National Health and Nutrition Examination Survey (NHANES) and a proprietary Natural Marketing Institute consumer segmentation to demonstrate that chocolate and candy do not function the same as other ultra-processed foods in the diets of U.S. consumers. This finding builds upon a 2022 Georgetown University white paper titled “All Indulgent Products Are Not Created Equal,” which explored the differences in consumer consumption behaviors across various indulgent food categories.
The latest white paper delves deeper into the distinct nature of confectionery products, highlighting their unique role in consumer engagement. It draws upon insights from the Portion Balance Coalition’s 2024 “Power of Portions” report, which reveals that a significant portion of consumers desire smaller portion sizes. The white paper also acknowledges the efforts of confectionery companies to provide portion guidance options and emphasize the treat-like nature of chocolate and candy, aiming to help consumers manage their intake of added sugars. The report suggests that other sectors in the food industry should adopt this pragmatic, consumer-centric approach.
The National Confectioners Association, a trade organization representing companies that produce chocolate, candy, gum, and mints, has played a key role in supporting both the 2022 and 2024 reports. Their advocacy for a more nuanced understanding of confectionery products within the broader food policy landscape underscores the industry’s commitment to transparency, providing portion guidance options, and educating consumers about the role of confectionery in a happy, balanced lifestyle.
