# Exclusionary Branding Products that renounce unhealthful ingredients lure health-minded consumers. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Feb 6, 2014, updated Feb 21, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/antithetical-packaging ## Key Figures - Trend score: 3.7/10 - Evidence articles: 6 ## What is the Exclusionary Branding trend? **Exclusionary Branding:** With the increase in consumers restricting certain ingredients from their diet including gluten and GMOs, brands are taking a reverse approach to product marketing by promoting what isn't in a product to be as transparent and applicable as possible. Speaking to a customer base that would have traditionally made food by hand, the products enhance an otherwise niche market by changing what the shopping experience entails; instead of avoiding prepackaged options, appropriate choices are quickly identified. This creates a clearer divide between brands that are applicable to healthy living versus those that don't meet stringent criteria of restrictive consumers. ## At a Glance - Evidence: 6 featured examples - Articles from: Jan 3, 2014 to Apr 18, 2017 - Published: Feb 6, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Exclusionary Branding trend ### Exclusionary Marketing Brands are using transparency to market what isn't in their products, appealing to health-conscious consumers. ### Gluten & Allergen-Free Snacks The market for gluten and allergen-free snacks is growing, providing a range of healthier options. ### Clean Label Products More consumers are seeking all-natural products made without artificial colors, flavors or preservatives. ## What the Exclusionary Branding trend means for industry ### For Food & Beverage The food and beverage industry is changing rapidly in response to health-conscious consumers seeking healthier options. ### For Retail Retailers are responding to consumer demand for all-natural products by offering healthier options in-store and online. ### For Health & Wellness The health and wellness industry is incorporating more natural and allergen-free products in response to growing consumer demand. ## Trend signals for Exclusionary Branding Trend score 3.7 out of 10, from popularity 58%, activity 46%, freshness 8%. - Popularity: 58% - Activity: 46% - Freshness: 8% ## Examples of the Exclusionary Branding trend 6 featured examples from Jan 3, 2014 to Apr 18, 2017. - [Naturally Harvested Ocean Chips](https://www.trendhunter.com/trends/seaweed-chips): These Seaweed Chips Swim Against the Tide of Traditional Snacks (Category: Lifestyle) Implication: Opportunity for companies to develop new snack products using healthier and sustainable ingredients, targeted towards consumers seeking nutritious and environmentally-friendly sna… - [Gluten-Free Pita Breads](https://www.trendhunter.com/trends/glutenfree-pita): BFree Foods' New Pitta Breads are Made for Those with Food Allergies (Category: Lifestyle) Implication: The food and beverage industry can tap into the demand for gluten-free and allergen-free products by developing new recipes and expanding product lines. - [Fruity Gluten-Free Snacks](https://www.trendhunter.com/trends/glutenfree-snack): Enduro Bites is an All-Natural Energy Food for Health Nuts (Category: Lifestyle) Implication: The food and beverage industry has the opportunity to create innovative products to meet the growing demand for gluten-free and health-conscious snacking options. - [Dairy-Free Dessert Puddings](https://www.trendhunter.com/trends/dessert-puddings): The Coconut Collaborative Little Temptations are Tasty and Healthy (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop innovative plant-based dessert options using ingredients like coconut milk, almond milk, or cashew cream to provide dairy-free and vegan… - [Preservative-Free Protein Bars](https://www.trendhunter.com/trends/organic-protein-bars): These Organic Protein Bars Are a Healthy Alternative to Meals (Category: Lifestyle) Implication: The food and beverage industry can benefit from incorporating organic protein bars as a healthier snack alternative. - [GMO-Free Chocolate Candies](https://www.trendhunter.com/trends/candycoated-chocolates): These Candy-Coated Chocolates are Made from All-Natural Ingredients (Category: Lifestyle) Implication: The confectionery industry can capitalize on the trend of clean ingredient foods by offering candy-coated chocolates made with all-natural ingredients. ## Recent trend clusters - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Commemorative Tennis Sneakers](https://www.trendhunter.com/trends/the-roger-centre-court) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)