Los Angeles, CA — March 2026 — More than nine in ten Americans believe ultra-processed foods (UPFs) are deliberately engineered to be hard to stop eating, according to new research from global healthy eating app Lifesum — with nearly half supporting regulation similar to tobacco or alcohol.

“Consumers are increasingly aware that modern food environments are highly engineered,” said Marcus Gners, Co-Founder at Lifesum. “This research shows people no longer see ultra-processed foods as simply a matter of willpower, but as part of a broader system shaping appetite and behavior. It also highlights growing demand for clearer labeling, greater transparency and evidence-based guidance.”

More than four in five (84%) say they have felt unable to stop eating certain UPFs once they start, while over two-thirds (69%) report trying — and failing — to cut back. More than eight in ten (82%) say they feel regret or frustration after eating them.

The UPFs Americans Say They Can’t Quit

From fast food and soda to late-night snacks and convenience meals, Americans most commonly cited:

• Fast food (burgers, fries, fried chicken)

• Soda and sugary drinks

• Pizza (delivery or frozen)

• Candy and chocolate

• Chips and salty snacks

• Ice cream

• Sugary breakfast cereals

• Packaged snacks (cookies, cakes, pastries)

• Frozen meals

• Processed meats (nuggets, hot dogs)

The nationally representative survey of 2,000 US adults exposes a widespread cycle of cravings, loss of control and regret linked to UPFs.

The Control & Regret Cycle

• 92% believe UPFs are engineered to be hard to stop eating

• 84% have felt unable to stop once they begin

• 69% have tried and failed to cut back

• 82% experience regret after consumption

In the US, around 60% of total calorie intake comes from ultra-processed foods, according to federal dietary data. High consumption has been linked to increased risks of obesity, type 2 diabetes and cardiovascular disease — key drivers of healthcare costs and long-term public health burden.

Growing Support for Regulation

Public appetite for stronger oversight is significant:

• 83% support clearer warning labels

• 61% support restrictions on marketing

• 49% support regulation similar to tobacco or alcohol

The findings point to a shift in how responsibility for diet-related health is perceived — from individual choice toward systemic and industry accountability.

The results come amid growing scientific scrutiny of ultra-processed foods. Researchers from Harvard University, the University of Michigan and Duke University have argued that UPFs share key similarities with cigarettes, including engineered reward pathways and marketing strategies designed to drive repeated consumption — and may warrant stronger regulation.

Lifesum’s data suggests public opinion may already be moving in that direction.

The research follows Lifesum’s recent survey into GLP-1 medications, in which over half of users reported reduced cravings for ultra-processed foods. Together, the findings suggest appetite control is increasingly seen not just as a matter of discipline, but as a response to food environments designed to drive overconsumption.

Media Inquiries

Marcus Gners, Co-Founder at Lifesum, is available for interviews.

Media contact: Harry Cymbler, Hot Cherry PR, harry@hotcherry.co.uk 

About Lifesum

Used by over 65 million people globally, Lifesum is an AI-powered nutrition platform that helps people make smarter food choices and build sustainable, long-term habits. From improving focus and energy to managing weight and overall well-being, Lifesum provides personalised meal plans, recipes and tracking tools designed to fit modern lifestyles. Learn more at www.lifesum.com.