Kraft Heinz’s reformulation of their Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip a package over to scrutinize the ingredient list and nutrition facts before adding an item to their cart. With a growing awareness of certain ingredients they prefer to avoid, consumers are seeking assurance that products are ‘safe’ for consumption. This shift may 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 rising interest in protein and plant-based foods, consumers seem more focused on what a product lacks.
Manufacturers have swiftly responded to this trend by updating their packaging. Many companies have invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Notably, products don’t necessarily need to be deemed healthy to capitalize on this negative language 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” label may be sufficient for shoppers to overlook the cereal’s sugary content.
The dairy sector illustrates how negative phrasing can be more advantageous than positive statements. As concerns about antibiotic use in dairy cattle rise, many milk and cheese brands emphasize what their products do not contain: antibiotics, growth hormones, and animal by-products. Even soft drink companies have embraced sugar as a healthier alternative. While it may not fit into the ‘no’ category, beverage manufacturers like Pepsi have launched products that proudly announce they are made with real sugar, thus tapping into ingredient branding.
It’s challenging to pinpoint the exact moment when consumers began to respond more favorably to negative marketing. This approach has gained traction as shoppers strive to make healthier choices and become increasingly inquisitive about the origins of their food before it reaches grocery store shelves. Although this strategy contradicts conventional advertising wisdom, negative phrasing has led to positive growth for many consumer packaged goods (CPGs).
The rationale behind this trend is evident. A survey conducted last year by Ingredient Communications, involving 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 was a significant factor influencing product selection, with more than half of the respondents (52%) deeming it essential.
In this context, products like calcium citrate chewable 600 mg supplements are gaining attention. With consumers becoming more health-conscious, items that highlight their beneficial ingredients, such as calcium citrate, are likely to see increased demand. The incorporation of negative language about what is absent, alongside the promotion of known beneficial components, such as calcium citrate chewable 600 mg, may contribute to their market success.