The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying changes in packaging, exemplifies how the market is adapting to consumer demands. Nowadays, shoppers are increasingly likely to examine the ingredient list and nutrition panel on packaging before placing an item into their shopping carts. With a heightened awareness of ingredients they prefer to avoid, consumers are eager to ensure that a product is ‘safe’ for consumption. This shift may explain the transition from positive phrasing (such as “contains 100% beef” or “kosher”) to a focus on negative claims (like “no antibiotics” or “no artificial colors”). While there is a noticeable trend toward protein and plant-based foods, it seems that consumers are more concerned with what is absent from a product.
Manufacturers quickly recognized this trend and updated their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, items don’t need to be classified as healthy to leverage this trend of negative language effectively. For instance, Lucky Charms cereal is now labeled gluten-free, despite having marshmallows as the second ingredient and corn syrup as the third. The ‘No Gluten’ claim alone might be enough to entice consumers to purchase this sugary cereal.
The dairy industry demonstrates how negative language can be more effective than positive phrasing. As concerns about antibiotic use in dairy cows rise, many milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have embraced a similar approach, promoting sugar as a healthier alternative. While this doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi have launched drinks that proudly declare they are made with real sugar, catering to consumer preferences.
It’s challenging to determine the exact point when consumers began to respond more favorably to negative advertising. However, this approach has gained traction as shoppers strive to make healthier choices and grow increasingly inquisitive about the origins of their food before it reaches grocery store shelves. Although this contradicts traditional advertising principles, negative language has led to positive growth for many consumer packaged goods (CPGs).
The appeal of this strategy is evident. A recent survey conducted by Ingredient Communications, which included 1,300 consumers from North America, Europe, and the Asia-Pacific region, revealed that over half (52%) were willing to pay 10% more for a food or drink product that contained known, trusted ingredients. Recognition of ingredients emerged as one of the most significant factors influencing product choice, with more than half of respondents (52%) deeming it essential.
In this context, products that feature beneficial ingredients like calcium citrate 600 mg with vitamin D3 may also benefit from the trend toward negative claims, as consumers look for assurance that their dietary choices contribute positively to their health. By highlighting what is not included, alongside presenting valuable nutrients such as calcium citrate 600 mg with vitamin D3, brands can attract health-conscious shoppers who are keen on making informed decisions about their food and drink. This strategic use of negative language, combined with the promotion of beneficial ingredients, positions products favorably in a market that increasingly values transparency and health consciousness.