The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with its updated packaging, exemplifies how the market is adapting to consumer demands. Today, shoppers are increasingly turning over packages to examine ingredient lists and nutrition panels before making a purchase. With a growing awareness of ingredients they prefer to avoid, consumers are keen to ensure that products are ‘safe’ for consumption. This shift may explain the transition from positive language (such as “contains 100% beef” or “kosher”) to negative language (such as “no antibiotics” or “no artificial colors”). While trends indicate a rising interest in protein and plant-based foods, it seems consumers are more concerned with what is absent from the products.
Manufacturers have quickly responded to this trend by updating their packaging. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits. Interestingly, products do not necessarily have to be deemed healthy to leverage this negative language trend. For instance, Lucky Charms cereal now claims to be gluten-free, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The ‘No Gluten’ label alone may persuade shoppers to choose this sugary cereal.
The dairy industry illustrates another instance where negative language has proven more effective than positive phrasing. As concerns about antibiotic use in dairy cows grow, many milk and cheese products emphasize what the cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have begun to position sugar as a healthier alternative. While this does not fall strictly into the ‘no’ category, beverage companies like Pepsi have introduced products that highlight they are made with real sugar, embracing ingredient branding.
Identifying the precise moment consumers began to favor negative advertising is challenging. However, this trend has gained momentum as shoppers strive to make healthier choices and become increasingly curious about the origins of their food. This approach contradicts traditional advertising principles, yet negative language has led to positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is clear. A survey conducted last year by Ingredient Communications, involving 1,300 consumers across North America, Europe, and the Asia-Pacific region, revealed that more than half (52%) were willing to pay 10% more for food or drink products that contain known, trusted ingredients. The recognition of ingredients was a significant factor in product choice, with over half of the respondents (52%) deeming it crucial.
In a similar vein, products like nature made calcium citrate with vitamin D can benefit from this trend. By emphasizing what they do not contain—such as artificial additives or fillers—brands can appeal to health-conscious consumers who prioritize transparency and safety in their dietary choices. As this trend continues to evolve, it will be interesting to see how more companies integrate negative language into their marketing strategies, especially for products like nature made calcium citrate with vitamin D, which promise to deliver essential nutrients without compromising on quality.