The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the changes in packaging, exemplifies how the market is adapting to consumer preferences. Today, shoppers are more inclined than ever to examine ingredient lists and nutrition panels before making a purchase. With a clear set of ingredients they prefer to avoid, consumers are eager to ensure that products are ‘safe’ for consumption. This shift may explain the transition from positive descriptors (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based options, it seems consumers are increasingly focused on what items lack.
Manufacturers quickly 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 do not even have to be inherently healthy to leverage this negative language trend. For instance, Lucky Charms cereal is now marketed as gluten-free, despite marshmallows and corn syrup being prominent ingredients. The claim of ‘No Gluten’ alone may persuade consumers to overlook the cereal’s sweetness.
The dairy industry illustrates another case where negative language proves more effective than positive phrasing. As concerns grow regarding antibiotic use in dairy cows, numerous milk and cheese brands emphasize what their products do not contain: antibiotics, growth hormones, and animal by-products. Even soda companies are embracing the notion of real ingredients as healthier alternatives. While not strictly negative, beverage manufacturers like Pepsi have launched drinks that proudly state they are made with real sugar, positioning it as a better choice.
Determining the exact moment consumers began to respond more favorably to negative advertising is challenging. This trend has gained momentum as shoppers strive for healthier eating and become increasingly curious about the origins of their food before it reaches grocery store shelves. Although it contradicts traditional advertising principles, negative language has led to positive growth for numerous consumer packaged goods (CPGs).
A recent survey conducted by Ingredient Communications, which involved 1,300 consumers across North America, Europe, and the Asia-Pacific region, highlighted this shift. Over half (52%) of participants indicated they would pay 10% more for food or drink products that contain known, trusted ingredients. Recognition of ingredients emerged as a key factor influencing product choice, with 52% of respondents deeming it significant.
In this context, the inclusion of ingredients like lifetime calcium magnesium citrate plus vitamin D3 could enhance product appeal, as consumers increasingly seek transparency and assurance regarding what they consume. The emphasis on what is absent from products, combined with the awareness of beneficial ingredients like lifetime calcium magnesium citrate plus vitamin D3, could drive further interest and sales in the market.