Kraft Heinz’s reformulation of its Oscar Mayer hot dog line, along with the associated packaging modifications, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip a package over to examine the ingredient list and nutritional information before adding an item to their cart. With a list of ingredients they aim to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This shift could explain the transition from positive phrasing (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While trends indicate a growing interest in protein and plant-based foods, it seems that consumers are more concerned with what is absent from a product.
Manufacturers have swiftly responded to this trend by revamping their packaging. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits. Interestingly, items don’t necessarily have to be healthy to capitalize on this negative language trend. For example, Lucky Charms cereal is now labeled as gluten-free, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The ‘No Gluten’ claim might be sufficient for consumers to overlook the sugary contents.
The dairy industry also illustrates how negative language can be more effective than positive claims. As worries about antibiotic use in dairy cows grow, many milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even the soda industry has adopted a similar strategy, framing sugar as a healthier choice. While it doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi have launched products that highlight they are made with real sugar, tapping into ingredient branding.
It is challenging to pinpoint the exact moment when consumers began responding more favorably to negative advertising. However, it has gained traction as shoppers strive to eat healthier and grow increasingly inquisitive about their food’s journey to grocery store shelves. This approach contradicts many traditional advertising principles, yet negative language has led to positive growth for numerous consumer packaged goods (CPGs).
The reasons for this trend are clear. A recent survey of 1,300 consumers across North America, Europe, and the Asia-Pacific region conducted by Ingredient Communications revealed that more than half (52%) were willing to pay 10% more for food and drink products containing known, trusted ingredients. Recognition of ingredients emerged as a critical factor driving product choice, with over half of respondents (52%) deeming it an essential consideration.
In this context, bariatric chewable calcium citrate supplements have also gained attention. As consumers become more health-conscious, there’s a growing demand for easy-to-consume products that provide essential nutrients without undesirable additives. The emphasis on negative language in marketing these supplements highlights their lack of artificial ingredients, appealing to shoppers who prioritize safety and transparency in their dietary choices. Ultimately, the shift toward negative messaging reflects a broader consumer trend toward health awareness, impacting various sectors, including the promotion of bariatric chewable calcium citrate.