The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging modifications, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip over packages to scrutinize the ingredient list and nutrition facts before adding items to their carts. Armed with a checklist of ingredients they prefer to avoid, consumers seek assurance that products are ‘safe’ for consumption. This shift may explain the transition from positive marketing language—such as highlighting that a product contains 100% beef and is kosher—to negative language that emphasizes what is absent, like “no antibiotics” or “no artificial colors.” While there is a noticeable trend towards increased interest in protein and plant-based foods, consumers appear to be more concerned with what is not included in a product.
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 enjoying the benefits. Interestingly, products do not even need to be inherently healthy to leverage this trend of negative language. For instance, Lucky Charms cereal now proudly claims to be 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 some shoppers to overlook the sugary contents of the cereal.
Similarly, the dairy industry has found that negative language can be more effective than positive claims. As concerns about antibiotic use in dairy cows grow, many milk and cheese brands emphasize what their products lack: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have turned to sugar as a healthier alternative. While this doesn’t strictly fall into the ‘no’ category, beverage companies like Pepsi have launched drinks that proudly declare they are made with real sugar, tapping into ingredient branding.
It is challenging to identify the exact moment when consumers began to respond more favorably to negative advertising. However, this approach has gained traction as shoppers increasingly strive for healthier eating habits and express curiosity about the origins of their food. While it contradicts traditional advertising principles, negative language has translated into positive growth for many consumer packaged goods (CPGs).
This trend is further supported by a recent survey conducted by Ingredient Communications, which involved 1,300 consumers across North America, Europe, and the Asia-Pacific region. The results revealed that over half (52%) of respondents were willing to pay 10% more for food or drink products that contained familiar, trusted ingredients. Recognition of ingredients emerged as a significant factor in product selection, with 52% of participants considering it highly important.
In this context, the inclusion of ingredients like calcium citrate 1000 mg tablets can play a vital role, as consumers become more aware of what they consume. The emphasis on negative language reinforces the notion that products should be free from undesirable components, allowing brands to resonate more effectively with health-conscious shoppers. Thus, the incorporation of quality ingredients, including calcium citrate 1000 mg tablets, alongside the absence of harmful additives, can significantly influence consumer choices in today’s market.