Kraft Heinz’s reformulation of their Oscar Mayer hot dog line, along with the associated packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip over a package to scrutinize the ingredient list and nutrition facts before deciding to add an item to their cart. With a checklist of ingredients they aim to avoid, consumers are eager to ascertain that a product is ‘safe’ for consumption. This shift might 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 focused on what a product lacks.
Manufacturers promptly recognized this trend and revamped their packaging accordingly. Many companies invested significantly 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 phrasing trend. For instance, 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 might be sufficient to encourage a shopper to overlook the sugary contents of the cereal.
The dairy industry also serves as an example of how negative language can be more effective than positive claims. As concerns regarding antibiotic use in dairy cows rise, many milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have embraced the negative approach, promoting sugar as a healthier alternative. While it doesn’t strictly fit into the ‘no’ category, beverage companies like Pepsi have introduced drinks that proudly declare they are made with real sugar, attempting to engage in ingredient branding.
Determining the precise moment consumers began responding more favorably to negative advertising is challenging. This trend has surged in popularity as shoppers strive to make healthier choices and grow increasingly curious about the journey their food takes before reaching grocery store shelves. Although this approach contradicts traditional advertising principles, negative language has resulted in positive growth for numerous Consumer Packaged Goods (CPGs).
It’s easy to understand the appeal. A recent survey conducted 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. Recognition of ingredients emerged as a significant factor influencing product choice, with more than half of the respondents (52%) considering it an important criterion.
In this context, products like calcium citrate plus D3 maximum tablets 400 count are gaining traction, as consumers seek clarity regarding the ingredients they consume. This trend further emphasizes the importance of transparency in food labeling, as individuals prioritize products that adhere to their health standards. As consumers continue to demand more information about what goes into their food and beverages, the use of negative wording is likely to remain a powerful marketing strategy. The success of products such as calcium citrate plus D3 maximum tablets 400 count illustrates the growing consumer preference for clarity and trustworthiness in product claims.