# The Impact of Ingredient Quantity on Consumer Preferences Less but natural: How ingredient quantity presentation shapes choices - **Source:** [Journal of Marketing Research](https://journals.sagepub.com/home/mrj) - **Published:** 2026-03-02 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/5c4262a6-5684-4f5f-b417-092ed46a7f67 ## The Importance of Ingredient Quantity While product ingredient quantities are often highlighted in marketing, how this information influences consumer preferences was not thoroughly researched. A new study explores the role of ingredient quantity presentation in shaping consumer decisions. ## Less Is More Appealing Research shows that framings like 'less but natural' create more positive perceptions among consumers. This presentation style makes products appear higher quality and more reliable, boosting purchase intent. ## Psychological Effects How ingredient quantity is presented deeply affects consumers' thoughts about the product. For example, emphasizing 'fewer ingredients' creates an impression of purity and naturalness, increasing the likelihood of preference. ## Marketing Strategies Brands can influence consumer preferences by reevaluating how they present ingredient quantities. Proper framing can enhance perceived value and provide a competitive edge. ## Shifts in Consumer Behavior Today's consumers are becoming increasingly conscious about product ingredients. Thus, presenting ingredient quantities correctly plays a critical role in building brand loyalty. ## Future Applications This research could reshape marketing strategies. Brands can optimize ingredient quantity presentation to more effectively guide consumer preferences and boost sales. ## Sources covering this story - https://journals.sagepub.com/doi/abs/10.1177/00222437261432622?ai=2b4&mi=ehikzz&af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._