Kraft Heinz’s reformulation of its Oscar Mayer hot dog line, along with the accompanying packaging changes, exemplifies how the market is adapting to consumer preferences. Today, more than ever, shoppers are flipping packages to examine ingredient lists and nutrition panels before adding items to their carts. Armed with a list of ingredients they prefer to avoid, consumers are seeking assurance that products are ‘safe’ for consumption. This shift may explain the move from positive descriptors (such as 100% beef or kosher) to negative phrasing (like no antibiotics or no artificial colors). While there is a noticeable trend towards increased interest in protein and plant-based foods, it seems that consumers are more concerned with what is absent from a product.
Manufacturers have swiftly adapted to this trend by updating their packaging. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t necessarily have to be deemed healthy to leverage this negative language trend; for instance, Lucky Charms cereal is now labeled gluten-free, despite containing marshmallows and corn syrup as primary ingredients. The ‘No Gluten’ claim alone may persuade shoppers to choose the sugary cereal.
The dairy industry also illustrates how negative language can be more effective than positive claims. With rising concerns about antibiotic use in dairy cows, numerous milk and cheese products now highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have pivoted towards emphasizing sugar as a healthier option. While this doesn’t fit into the ‘no’ category, beverage makers like Pepsi have introduced drinks proudly made with real sugar, promoting a sense of ingredient integrity.
Determining the precise moment consumers began to favor negative advertising is challenging. However, its popularity has surged as shoppers strive to eat healthier and become increasingly curious about the origins of their food. This approach contradicts traditional advertising principles, yet negative language has translated into positive growth for many consumer packaged goods (CPGs).
The rationale behind this trend is evident. A recent survey by Ingredient Communications involving 1,300 consumers across North America, Europe, and the Asia-Pacific region found that over half (52%) were willing to pay 10% more for food or drink products featuring known, trusted ingredients. Recognition of ingredients emerged as a key factor influencing product choice, with more than half of respondents (52%) deeming it crucial.
In this changing landscape, even products like OTC calcium citrate have begun to incorporate negative language in their marketing to resonate with health-conscious consumers. As shoppers continue to seek transparency and safety in their food choices, the emphasis on what is excluded rather than included is likely to shape the future of product marketing, including the promotion of supplements like OTC calcium citrate, which can highlight the absence of unwanted additives.