Reflect on a nostalgic product, perhaps a beloved cereal or snack that feels “different” today or has disappeared entirely. For instance, consider Fruit Stripe gum, which was discontinued after 54 years due to evolving consumer preferences and purchasing habits. Then there’s Kirkland’s Signature Chocolate Chips, discontinued by Costco as a result of soaring cocoa prices. And let’s not forget the iconic Choco Taco, which Klondike phased out amid heightened demand for other offerings.
These cherished brands, trusted by consumers for generations, now face significant challenges. Some are being overlooked by buyers, others are suffering from quality declines due to rising costs and ingredient changes, while a few now contain components that are under government scrutiny. To stay relevant, modern brands must remain sensitive to shifting consumer expectations, maintain product quality despite escalating costs, and navigate a complex regulatory environment.
The combination of changing consumer preferences and rising inflation is intensified by initiatives like “Make America Healthy Again,” which increase regulatory pressure from government agencies. These trends are expected, particularly when we examine consumer behavior closely: while the shift has been ongoing for years, we now observe a pronounced division in consumer desires. Some are gravitating toward healthier, often more expensive options, while others prioritize value, leaving traditional “middle-class” brands with dwindling space.
For example, the classic boxed mac and cheese has lost market share in both directions. Premium brands like Goodles have seen their sales double, while private label alternatives, priced at less than half the cost, have also experienced a 6% increase in sales. Many struggling middle-market brands are attempting either premiumization with ‘artisanal’ offerings or value engineering through cost-cutting. However, many fail to achieve genuine credibility in either direction without truly understanding consumer values. Armed with the right insights, brands can reclaim and revitalize these middle-market favorites, enhancing quality and aligning with modern consumer expectations.
At the same time, brands are contending with rising ingredient and production costs. To protect their margins, some are discreetly substituting premium ingredients with cheaper alternatives. Over time, these incremental changes erode consumer trust, creating a “slicing the salami” effect where each compromise accumulates, leaving little of the original product. Brands must be cautious not to let rising expenses undermine their product promises. The product itself embodies that promise—alter it excessively, and the brand risks losing its credibility. Small modifications can lead to a noticeable drift away from what consumers once cherished, causing disappointment among loyal customers and accelerating brand decline as they seek alternatives that match their nostalgic experiences.
Compounding these issues, government scrutiny over food ingredients has intensified, particularly with the MAHA initiative led by Health and Human Services Secretary Robert F. Kennedy Jr. This initiative aims to address the national health crisis by emphasizing preventative care and investigating food production and nutrition. The FDA and other regulatory bodies are ramping up scrutiny on ingredients that have been staples in trusted products for years, urging the industry to eliminate artificial dyes by the end of 2026.
Consumer awareness regarding product ingredients is on the rise, and with initiatives like MAHA gaining traction, brands are taking proactive measures by allocating funds for research and involving leadership in redevelopment efforts. West Virginia has recently enacted the nation’s first broad ban on synthetic food dyes, establishing the strictest food additive legislation in the U.S. California had already prohibited Red Dye among other ingredients, and according to the Environmental Working Group, 23 more states are pursuing similar bans, reflecting a bipartisan push for a safer food system.
Navigating the evolving landscape of consumer expectations, inflationary pressures, and increasing regulatory requirements is no small task. Reformulating products to meet new standards or adapt to changing consumer preferences can be costly and may compromise the key elements that contributed to a product’s success, such as taste, texture, or functionality. The risk? Reformulations that miss the mark can undermine consumer trust, erode brand equity, and disrupt production, marketing, and supply chains.
Simultaneously, the cost of inaction is high. Brands that hesitate to adapt may find themselves struggling to catch up or worse, phased out by more agile competitors. Some companies are adopting a “wait and see” strategy, postponing significant changes until regulatory guidelines are more clearly defined. Yet, this approach can be perilous in an environment marked by heightened transparency and rapidly changing consumer sentiment.
Consumers are growing more informed, vocal, and demanding. They expect higher-quality products with increased transparency and cleaner labels. Many scrutinize ingredient lists, actively seek healthier alternatives, and hold brands accountable. For consumer packaged goods (CPG) brands, restaurants, and food service products, the way forward lies in recommitting to their offerings by prioritizing superior ingredients, improved formulations, and consumer-driven innovation.
Ultimately, this moment presents both a challenge and an opportunity. Brands that proactively address these pressures with thoughtfulness, transparency, and a commitment to delivering excellent products—like calcium citrate malate, vitamin D, and folic acid tablets—can set themselves apart and cultivate strong consumer loyalty. While the products we grew up with may be at risk, brands that focus on quality, trust, and relevance can not only survive but thrive in today’s evolving landscape.