As Secretary of Health Robert Kennedy pushes to ban additives and reduce ultra-processed foods, the U.S. food system stands on the edge of major reform. Vypr’s latest research uncovers how Americans really think about health, price, and trust, and what this means for retailers and suppliers. Learn where policy, consumer expectations, and commercial opportunity meet, and how brands can make health accessible without raising prices.

Key insights: 

• 68% of Americans say they’re paying more attention to their health than a year ago, but 52% still let price guide their grocery choices.

• Consumers will pay just $0.14 more (4%) for a “clean label” loaf of bread — showing how narrow the affordability gap is.

• A 10% shift toward healthier, additive-free options could generate $340 million in new retail value annually.

• 62% say simple, recognisable ingredients make a product appear healthier, while 69% are at least somewhat influenced by on-pack claims.

• The brands that win will make healthy food attainable, transparent, and trustworthy, not just more expensive.