The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with its packaging updates, exemplifies the market’s adaptation to consumer preferences. Today, shoppers are increasingly inclined to flip packages over to scrutinize ingredient lists and nutrition labels before making a purchase. With a keen awareness of which ingredients they should avoid, consumers are eager to ensure that a product is ‘safe’ for consumption. This shift may explain the transition from positive language, such as “contains 100% beef” or “kosher,” to negative phrasing like “no antibiotics” or “no artificial colors.” While trends indicate a rising interest in protein and plant-based foods, it seems consumers are more concerned about what is absent in a product.
Manufacturers quickly recognized this trend and revamped their packaging accordingly. Many invested significantly in research and development to eliminate unwanted ingredients, and they are now reaping the benefits. Interestingly, products don’t need to be labeled as healthy to leverage this trend; for instance, Lucky Charms cereal now promotes its gluten-free status, despite containing marshmallows and corn syrup as primary ingredients. The gluten-free claim might be sufficient to entice shoppers to choose this sugary option.
Similarly, the dairy sector illustrates how negative language can be more effective than positive claims. As concerns about antibiotic use in dairy farming rise, many milk and cheese products proudly declare what their cows have not been treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have adopted the trend of emphasizing ‘real’ ingredients, with companies like Pepsi launching beverages made with real sugar, shifting the narrative towards healthier alternatives.
Identifying the exact moment consumers began favoring negative advertising over positive messaging is challenging. However, this trend has gained traction as shoppers strive for healthier eating and grow increasingly curious about their food’s journey to the grocery store. Although it contradicts traditional advertising norms, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
The appeal of this strategy is evident. A recent survey of 1,300 consumers across North America, Europe, and the Asia-Pacific region conducted by Ingredient Communications revealed that over half (52%) were willing to pay 10% more for food or drink products containing known, trusted ingredients. Recognition of ingredients emerged as a significant driver of product choice, with more than half of respondents (52%) deeming it a crucial factor.
In this context, the mention of calcium citrate is noteworthy. Consumers are increasingly interested in understanding which ingredients are beneficial for their health. Products that highlight ingredients like calcium citrate, which is often promoted as good for you, can attract consumers who are mindful of their dietary choices. As shoppers continue to seek out products that omit unwanted additives while highlighting beneficial components like calcium citrate, the use of negative language in marketing is likely to persist as a powerful tool for brand success.