Kraft Heinz’s reformulation of the Oscar Mayer hot dog line, along with the changes in packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are more inclined to flip a product over to scrutinize the ingredient list and nutrition facts before placing it in their carts. With a growing awareness of ingredients they wish to avoid, consumers are eager to ascertain that a product is ‘safe’ for consumption. This shift might explain the trend from positive language (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While there’s a notable rise in interest in protein and plant-based foods, it seems that consumers are more preoccupied with what is excluded from the product.
Manufacturers quickly recognized this trend, adjusting their packaging and reformulating products 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 negative language trend. For example, Lucky Charms cereal is now marketed as gluten-free, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The ‘No Gluten’ claim alone might be enough for a consumer to overlook the sugary contents of the cereal.
The dairy industry showcases another instance where negative language has proven more effective than positive claims. With rising concerns over antibiotic use in dairy cows, numerous milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have pivoted toward sugar as a seemingly healthier alternative. Although it doesn’t strictly fit into the ‘no’ category, beverage companies like Pepsi have introduced drinks that proudly state they are made with real sugar, highlighting ingredient branding.
It’s challenging to determine precisely when consumers began to respond more favorably to negative marketing. However, this trend has gained traction as shoppers strive to make healthier dietary choices and become increasingly curious about the origins of their food before it reaches grocery shelves. While it contradicts traditional advertising principles, the use of negative language has led to positive growth for many consumer packaged goods (CPGs).
This is evident from a survey conducted last year by Ingredient Communications, which analyzed responses from 1,300 consumers across North America, Europe, and the Asia-Pacific region. The results revealed that over half (52%) of respondents were willing to pay 10% more for food or drink products that contained known, trusted ingredients. Recognition of ingredients emerged as a critical factor in product selection, with 52% of participants considering it an important aspect of their purchasing decisions.
In this climate of heightened ingredient scrutiny, concepts like calcium citrate nursing interventions are becoming increasingly relevant. Consumers are not only interested in what’s included in their food but also in how certain components, such as calcium citrate, can contribute to their nutritional health. As the dialogue around food transparency continues to evolve, the emphasis on negative language in marketing may very well persist as a key strategy for engaging health-conscious consumers.