The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the subsequent packaging changes for ferrous fumarate at Lloyds Pharmacy, exemplifies how the market is responding to consumer preferences. Today, shoppers are more inclined to examine ingredient lists and nutrition panels before making a purchase. Armed with a list of ingredients they wish to avoid, consumers are eager to verify that a product is ‘safe’ for consumption. This shift may explain the transition from positive claims (like “contains 100% beef” or “kosher”) to negative assertions (such as “no antibiotics” or “no artificial colors”). While there is a noticeable trend towards increased interest in protein and plant-based foods, it seems consumers are primarily focused on what is absent from a product.
Manufacturers quickly capitalized on this trend by updating their packaging. Many companies invested significantly in research and development to eliminate problematic ingredients, and they are now reaping the rewards. Interestingly, a product doesn’t even need to be classified as healthy to benefit from this negative language trend. For instance, Lucky Charms cereal is now labeled gluten-free; however, it’s worth noting that marshmallows and corn syrup are still among its top ingredients. The mere ‘No Gluten’ claim may be sufficient for shoppers to overlook the sugary nature of the cereal.
The dairy industry also illustrates how negative language can be more effective than positive wording. As concerns about antibiotic use in dairy cows rise, numerous milk and cheese products emphasize what their animals weren’t treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have embraced sugar as a healthier alternative. While it doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi have launched drinks boasting that they are made with real sugar, tapping into ingredient branding.
It’s challenging to pinpoint the exact moment consumers began favoring negative advertising, but its popularity has surged as shoppers strive for healthier eating and grow increasingly curious about their food’s journey to supermarket shelves. This approach runs counter to conventional advertising wisdom, yet negative language has led to positive growth for many consumer packaged goods (CPGs).
A recent survey conducted by Ingredient Communications involving 1,300 consumers from 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 one of the most significant factors influencing product choice, with more than half of respondents (52%) considering it an important criterion.
Incorporating ingredients like ferrous calcium citrate and folic acid tablet uses in Hindi into product marketing could further resonate with this trend. It emphasizes the importance of transparency and the desire for safe, identifiable ingredients among consumers. As the market continues to evolve, understanding these consumer dynamics will be crucial for manufacturers looking to thrive.