The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are more inclined than ever to flip over a package to scrutinize the ingredient list and nutrition panel before making a purchase. Equipped with a checklist of ingredients they prefer to avoid, consumers are seeking assurance 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 (like “no antibiotics” or “no artificial colors”). While there is a noticeable trend toward increased interest in protein and plant-based foods, it seems that consumers are primarily concerned with what a product does not contain.
Manufacturers quickly recognized this trend and revised their packaging accordingly. Many companies had to invest significantly in reformulating their products to eliminate undesirable ingredients, but they are now reaping the rewards. Interestingly, items don’t even need to be healthy to benefit from this negative language trend. For instance, Lucky Charms cereal is now labeled gluten-free, despite having marshmallows as its second ingredient and corn syrup as the third. The ‘No Gluten’ claim may be enough to entice shoppers to choose this sugary cereal.
The dairy sector also highlights how negative language can be more beneficial than positive claims. With rising concerns over antibiotic use in dairy cows, many milk and cheese products are emphasizing what their livestock were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink companies are adopting this trend; while they don’t strictly fall into the ‘no’ category, beverage makers like Pepsi are promoting drinks made with real sugar as a healthier alternative.
Identifying the precise moment when consumers began to respond more favorably to negative marketing is challenging. However, this approach has gained traction as shoppers strive to eat healthier and become increasingly curious about their food’s journey to the grocery store. While it contradicts conventional advertising wisdom, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
A survey conducted last year by Ingredient Communications, which involved 1,300 consumers across 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 major factor influencing product choice, with more than half of respondents (52%) deeming it crucial.
Incorporating this trend into the health supplement market, products like calcium citrate vitamin D3 tablets are also benefiting from this shift. Consumers are not only looking for what isn’t included in their food but are also becoming more vigilant about health supplements. The growing awareness surrounding ingredients is leading shoppers to seek out trustworthy options, including those featuring calcium citrate vitamin D3 tablets, which they believe contribute positively to their health. Thus, whether in the realm of snacks or supplements, the emphasis on negative language continues to shape consumer choices.