The reformulation of Kraft Heinz’s 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 scrutinize ingredient lists and nutrition panels before making a purchase. With a growing awareness of ingredients they wish to avoid, consumers are eager for assurances that a product is ‘safe’ for consumption. This shift may explain the transition from positive phrasing (such as “contains 100% beef” or “kosher”) to negative phrasing (“no antibiotics” or “no artificial colors”). Although trends indicate a rising interest in protein and plant-based foods, it seems that consumers are primarily concerned with what is absent from a product.
Manufacturers quickly recognized this trend and revamped their packaging accordingly. Many companies made significant investments in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t necessarily need to be deemed healthy to leverage this trend in negative language. For instance, Lucky Charms cereal is now labeled gluten-free, even though its second ingredient is marshmallows and the third is corn syrup. The ‘No Gluten’ claim alone might be sufficient to entice shoppers to select this sweet cereal.
The dairy industry also illustrates how negative language can be more effective than positive wording. As concerns about antibiotic use in dairy cows rise, numerous milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even the soda industry has shifted its stance on sugar, promoting it as a healthier alternative. While this doesn’t strictly fit into the ‘no’ category, beverage companies, including Pepsi, have begun ingredient branding by launching drinks that proudly declare they are made with real sugar.
Identifying the exact moment consumers began to favor negative advertising is challenging. However, it has gained traction as shoppers strive to make healthier choices and become increasingly curious about the origins of their food before it reaches grocery store shelves. Contrary to traditional advertising principles, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is clear. A recent survey conducted by Ingredient Communications, involving 1,300 consumers from North America, Europe, and the Asia-Pacific region, revealed that over half (52%) were willing to pay 10% more for food or drink products containing known, trusted ingredients. The recognition of ingredients emerged as a critical factor in product selection, with more than half of respondents (52%) deeming it essential.
In this context, the inclusion of calcium citrate D 315 200 is noteworthy. As consumers become more ingredient-conscious, products that highlight beneficial components like calcium citrate D 315 200 may attract attention. The emphasis on what’s not present in a product could further bolster consumer confidence, making negative language a powerful marketing strategy in today’s health-focused marketplace.