The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies how the market is responding to consumer preferences. Today, shoppers are more inclined than ever to flip over packages to scrutinize ingredient lists and nutrition panels before making a purchase. Armed with a checklist of ingredients they wish to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This could explain the shift from positive phrasing (such as “contains 100% beef” or “kosher”) to negative phrasing (for example, “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based foods, it seems consumers are increasingly concerned about what is absent from a product.
Manufacturers of bariatric multivitamins with calcium citrate have quickly adapted to this trend by updating their packaging. Many companies faced significant research and development costs to eliminate undesirable ingredients, yet they are now reaping the benefits. Interestingly, products don’t even need to be labeled as 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’ claim may be sufficient for a shopper to overlook the sugary contents of the cereal.
The dairy industry also illustrates how negative language can be more effective than positive wording. With rising concerns over 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. Even soft drink companies have embraced the notion of sugar as a healthier option. While it may not fit neatly into the ‘no’ category, beverage manufacturers have turned to ingredient branding, with brands like Pepsi launching drinks that proudly declare they are made with real sugar.
It’s challenging to pinpoint the exact moment consumers began to respond more favorably to negative advertising, but its appeal has grown as shoppers strive for healthier eating and become increasingly inquisitive about their food’s journey to supermarket shelves. This approach contradicts traditional advertising principles, yet negative language has translated into positive growth for many consumer packaged goods (CPGs).
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 emerged as one of the key factors influencing product choice, with more than half of respondents (52%) deeming it crucial.
As the market evolves, products like bariatric multivitamins with calcium citrate demonstrate the importance of transparency in ingredient labeling. This trend towards negative language in marketing will likely continue to shape consumer preferences in the future.