# Improving health is the top reason Americans would cut ultra-processed foods

Canonical page: https://data.verasight.io/culture/improving-health-is-the-top-reason-americans-would-cut-ultra-processed-foods/

> Indexed question in Culture.

## Reading

When asked why they would or would not cut back on ultra-processed foods, nearly six-in-ten Americans (58%) point to improving their overall health, more than any other reason, according to a November 2025 Verasight survey.

Four-in-ten (40%) name losing or managing weight, and 23% would cut back to save money. The pull runs the other way for others: 21% say they crave these foods or find them hard to give up, and 17% enjoy them and don't want to cut back.

## Topline

What are the main reasons you would or would not want to cut back on ultra-processed foods?

Improving health is the top reason Americans would cut ultra-processed foods.

Respondents could select more than one option, so shares may sum to more than 100%.

- To improve my overall health: 57.7%
- To lose or manage weight: 40.1%
- To save money: 23.2%
- I crave these foods or find them hard to give up: 21.0%
- I enjoy these foods and don't want to cut back: 17.1%
- Because of a specific health issue: 15.7%
- None of the above: 9.1%
- I don't think they are unhealthy: 6.0%

## Methodology

- Mode: Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting
- Population: US adults age 18+
- Field dates: 2025-11-14 → 2025-11-20
- Base (unweighted): 1,000
- Margin of error: +/- 3.2%
- Module: Module 1
- Sponsor: Verasight
- Weight variable: weight
- Weighting targets: age, race/ethnicity, sex, income, education, region, metropolitan status

## Source

- Canonical question URL: [https://reports.verasight.io/r/verasight-apha-2025#reasons-for-reducing-ultra-processed-food-consumption](https://reports.verasight.io/r/verasight-apha-2025#reasons-for-reducing-ultra-processed-food-consumption)

## Citation

Verasight APHA Omnibus Survey #2025-148, fielded November 14-20, 2025, N=1,000 US adults age 18+, +/- 3.2%.

Canonical question URL: [https://reports.verasight.io/r/verasight-apha-2025#reasons-for-reducing-ultra-processed-food-consumption](https://reports.verasight.io/r/verasight-apha-2025#reasons-for-reducing-ultra-processed-food-consumption)