Do Ingredient Changes Influence Consumers’ Trust In The Brand?
Kraft Dinner that was introduced into the Canadian market in 1937, was hailed as an affordable meal during the Great Depression. Yet, consumers were unaware that it contained synthetic dyes. In response to health concerns and consumer pressure, Kraft announced in 2015 that it would remove the dyes Yellow 5 and Yellow 6 by the end of 2016. This market transformation inspired “The Clean Label Ingredients Movement”, which is projected to top $89.7B USD by 2034, representing a 12.2% CAGR between 2025 and 2034.[1]
What is Clean Label and Why is it Important to the Consumer?
Clean labels are a simple term, yet they can sometimes defy a firm definition, as there are no official regulations to describe them. At it’s core, clean label represents foods with fewer ingredients that are free from artificial preservatives, flavours, and additives. One thing is clear: product preferences expressed through consumer purchasing patterns have pushed “clean label” from fad to trend and from trend to mainstream. While retail price remains important, 45% of consumers prioritize health and wellness as their top purchase driver.[2]
Who is the Clean Label Consumer?
The clean label consumer is a health-conscious, well-informed individual – often a Millennial or Gen Xer – who prioritizes wellness, environmental sustainability, and ethical sourcing. They are highly educated, proactive about health, and often eco-conscious. They demonstrate the strongest commitment to clean label products, with 46% of Millennials and 45% of Gen Z willing to pay extra for clean label items, compared to 31% for Gen X and 19% for Baby Boomers.[3]
In response, food and beverage brands are actively reformulating their products to align with clean label demands, shifting toward simpler, recognizable ingredients and removing artificial additives. This consequently raises the critical question:
Do Ingredient Changes Influence Consumers’ Trust in the Brand?
Why Ingredient Changes are More Visible than Size Changes
Though most Canadians reject shrinkflation, Nielsen IQ reports, “pack‑size changes are often processed at a peripheral level: unless dramatic, they rarely disrupt usage, taste, or expectations.” On the other hand, ingredient changes are processed differently as they impact “taste, texture, nutrition, and perceived quality, all signals that consumers use to judge whether a brand is still “for them.” In most instances, “consumers interpret them through the lens of what the brand stands for overall—its quality cues, values, and consistency over time.”[4] This, in turn, influences how consumers perceive the brand’s role, its promise, and its long-term strategic direction.
Why Ingredient Changes Can Influence Consumer Trust
Transparency is more than just an ethical value. Embedding transparency into the business makes the brand more receptive to consumer brand loyalty. When undertaking ingredient reformulation, Nielsen IQ reports that brands consistently test two approaches:
- “Quiet” Reformulation: changes are made without communication.
- “Loud” Reformulation: brands explain why the changes were made.
Though the “quiet” reformulation can preserve trial in the short term, trust erosion shows up post use, particularly if the taste deviates from prior expectations. Nielsen IQ research supports this mindset:
- 95% of consumers say trusting the brand they buy from is important, and once trust is lost, 72% say they would switch brands rather than return.[5]
In an era where spending is intentional, and every purchase has to earn its place, why would brands not be transparent with ingredient changes?
Food Distribution Guy’s Final Thoughts
In an environment where consumers are opting for more affordable brands or avoiding certain categories to manage expenses, transparency emerges as a vital factor in ensuring sustainable brand growth. Clean labels are the new norm, rather than a unique point of difference. To remain relevant in today’s market, brands must be transparent with ingredient changes. Globally, 82% of consumers say labels need to be more transparent and easier to understand.[6]
The dispute involving an apparent product reformulation of Reese’s peanut butter cups has placed the matter of transparency in the public spotlight. A family member is accusing Hershey of quietly changing ingredients in some Reese’s products. He suggests this move has eroded Reese’s brand and jeopardized consumer trust. How this story influences the consumers’ trust in Reese’s and in the Hershey brand remains to be seen.
Have you noticed changes in your go-to products?
Do ingredient changes influence your trust in a brand?
Always open to connecting with others in the industry.
I leave you with this last sentiment:
“In today’s market, what’s inside the pack doesn’t just shape the product, it shapes the brand.”
Chris Costagli, Nielsen IQ, February 2026.
References:
[1] Clean Label Trends to Watch, Food Business News Webinars, February 2026
[2] Less Mystery, More Cleaning: Clean Labels Win Consumer Preference, www.ingredion.com, September 2025
[3] The Evolution of the Clean Label Movement, www.castle-group.eu, June 2025
[4] The Silent Risk: When Ingredient Changes Reshape Brand Perception and Break Trust, NIQ, February 2026
[5] The Silent Risk: When Ingredient Changes Reshape Brand Perception and Break Trust, NIQ, February 2026
[6] The Silent Risk: When Ingredient Changes Reshape Brand Perception, and Break Trust, NIQ, February 2026