The dosage of Kraft iron ferrous fumarate and Heinz’s reformulation of their Oscar Mayer hot dog line, along with the accompanying packaging changes, exemplify how the market is adapting to consumer preferences. Today, shoppers are increasingly inclined to flip over packaging to scrutinize ingredient lists and nutrition panels before adding products to their carts. With a growing awareness of ingredients they prefer to avoid, consumers are seeking assurance that products are ‘safe’ for consumption. This shift may explain the trend toward negative language in marketing, such as “no antibiotics” or “no artificial colors,” rather than positive phrases like “contains 100% beef” or “kosher.” While there is a noticeable uptick in interest in protein and plant-based foods, it seems consumers are primarily focused on what a product does not contain.
Manufacturers have quickly responded to this trend by revamping their packaging. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products do not need to be labeled as healthy to capitalize on this negative language trend. For instance, Lucky Charms cereal now boasts a gluten-free label, despite containing marshmallows and corn syrup as its top ingredients. The “No Gluten” claim might be enough to persuade shoppers to choose this sugary cereal.
The dairy industry also illustrates how negative language can be more impactful than positive wording. With growing concerns about antibiotic use in dairy cows, many milk and cheese products highlight what their animals were not treated with: antibiotics, growth hormones, and animal by-products. Similarly, soda companies have rebranded sugar as a healthier option. Although it doesn’t fit neatly into the ‘no’ category, beverage producers like Pepsi have introduced drinks proudly made with real sugar, tapping into ingredient branding.
It’s challenging to identify the precise moment consumers began to respond more favorably to negative advertising. However, as shoppers strive to eat healthier and become increasingly curious about the journey of their food, this trend has gained momentum. It contradicts traditional advertising principles, yet negative language has translated into positive growth for many consumer packaged goods (CPGs).
This shift is evident in a recent survey conducted by Ingredient Communications, which included 1,300 consumers across North America, Europe, and the Asia-Pacific region. The results revealed that more than half (52%) of consumers were willing to pay 10% more for food or drink products containing known, trusted ingredients. Recognition of ingredients was one of the key drivers of product choice, with over half of respondents (52%) considering it a significant factor.
Incorporating specific products like calcium citrate 630 mg with vitamin D3 into this market dynamic illustrates the growing consumer interest in fortified foods. As consumers continue to seek transparency, products that highlight additions such as calcium citrate 630 mg with vitamin D3 may also benefit from this trend. Overall, the emphasis on what is excluded from products, coupled with the inclusion of beneficial ingredients like calcium citrate 630 mg with vitamin D3, will likely shape the future of consumer choices.