Essentialism and dietary identity in relation to nutritionally formulated ultra-processed foods: comparing meal replacement powder users, supplement users, and non-consumers

Ultra-processed foods (UPFs) are commonly associated with negative health outcomes, largely due to their frequent content of high-fat, salt, and sugar (HFSS) ingredients (1) . However, not all UPFs are nutritionally detrimental, with some providing key nutrients (2) . Some, including Nutritionally Complete Formulated Meals (NCFM, also known as meal replacement powders) and powdered supplements (PS), are designed to provide balanced nutrition and convenience, often marketed as health-oriented options. This duality highlights a key tension within the UPF category: within the same category there are food products that can undermine health or support dietary improvement (3) . The present study investigated individual differences within consumer groups. Group 1; those who regularly consume NCFM, Group 2; those who regularly consume PS, and Group 3; those who avoid all powder supplement known as non-consumers (NC). Assessment was obtained via validated psychological questionnaires, with a particular focus on food essentialism, dietary identity, and familiarity with and attitudes toward UPFs. Participants (N = 418) completed validated measures of the Food Essentialism Scale (4) and Dietary Identity Questionnaire (5) , alongside custom items assessing UPF awareness. One-way ANOVAs with Tukey–Kramer post hoc tests and False Discovery Rate corrections were conducted to compare NCFM consumers (n = 154), PS consumers (n = 131), and non-consumers (NC; n = 133). Results showed high awareness of the UPF label across all groups. Deterrence from UPFs was strongest among NC (98.5%) and NCFM (100%) participants, compared with approximately 70% of PS consumers. Despite this, NCFM consumers reported significantly higher food essentialism and stronger dietary identity than both PS and NC groups (p <.01), suggesting cognitive reframing to align UPF consumption with value-driven goals such as health, performance, and sustainability. These findings present how essentialism, dietary identity, and the term “UPF” shapes the perception of UPFs across individuals and within consumer groups. They offer insights into strategies for encouraging shifts away from HFSS products toward nutritionally beneficial options, with accessibility and cost identified as critical factors for supporting sustainable dietary change.