The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the related packaging updates, exemplifies the market’s response to consumer preferences. Nowadays, shoppers are more inclined than ever to flip a package over to scrutinize the ingredient list and nutrition facts before placing an item in their cart. Armed with a checklist of ingredients they wish to avoid, consumers are eager to ensure that a product is ‘safe’ to consume. This shift could explain the transition from positive phrasing (like “contains 100% beef” or “kosher”) to negative statements (such as “no antibiotics” or “no artificial colors”). While trends indicate a growing interest in protein and plant-based foods, it seems consumers are increasingly focused on the absence of certain ingredients.
Manufacturers quickly recognized this trend and adapted their packaging accordingly. Many invested significantly in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits. Interestingly, products do not even have to be deemed healthy to capitalize on this negative language trend. For instance, Lucky Charms cereal is now labeled as gluten-free, despite the fact that marshmallows and corn syrup are among its top ingredients. The ‘No Gluten’ claim alone may be sufficient to persuade a shopper to choose this sugary cereal.
The dairy sector also illustrates how negative language can be more effective than positive wording. As concerns rise over antibiotic use in dairy cows, numerous milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink companies have embraced this trend, promoting sugar as a healthier choice. While it doesn’t fit neatly into the ‘no’ category, beverage manufacturers like Pepsi have launched products proudly made with real sugar, tapping into ingredient branding.
Pinpointing the exact moment consumers began to prefer negative advertising is challenging. However, it has grown in prominence as shoppers strive to eat healthier and become increasingly curious about their food’s journey to the grocery store shelf. This approach runs counter to traditional advertising principles, yet negative language has led to positive growth for many consumer packaged goods (CPGs).
A survey conducted last year by Ingredient Communications, involving 1,300 consumers from North America, Europe, and the Asia-Pacific region, revealed that over half (52%) of respondents were willing to pay 10% more for food or drink products containing known, trusted ingredients. Recognition of ingredients emerged as a key factor in product selection, with more than half (52%) of participants deeming it an important consideration.
In this context, the inclusion of calcium citrate juice in various products could serve as a notable example. As consumers become more ingredient-conscious, the presence of beneficial components like calcium citrate juice may reinforce their perception of product safety and quality. Ultimately, the trend towards negative language in marketing reflects a broader shift toward transparency and health consciousness, as seen in the growing interest in calcium citrate juice and other trusted ingredients.