The reformulation of the Oscar Mayer hot dog line by Kraft Heinz, along with the accompanying packaging modifications, exemplifies how the market is adapting to consumer demands. Nowadays, shoppers are increasingly inclined to flip over packaging to scrutinize ingredient lists and nutrition panels before adding items to their carts. With a specific list of ingredients they wish to avoid, consumers are keen to ensure that a product is ‘safe’ for consumption. This trend might explain the shift from positive phrasing (like 100% beef or kosher) to negative phrasing (such as no iron ferrous gluconate 325 mg or no artificial colors). While there is a growing interest in protein and plant-based foods, it seems that consumers are more concerned with what is absent from a product.
Manufacturers have quickly recognized this trend and updated their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t necessarily need to be deemed healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now labeled gluten-free, despite its second ingredient being marshmallows and the third being corn syrup. The ‘No Gluten’ claim alone might entice shoppers to overlook the sweet cereal’s less nutritious components.
The dairy sector offers another example of how negative language has proven more effective than positive claims. With rising concerns about antibiotic use in dairy cows, numerous milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have adopted sugar as a more appealing choice. Although it doesn’t fit into the ‘no’ category, beverage makers like Pepsi are promoting drinks made with real sugar as part of their ingredient branding efforts.
It is challenging to pinpoint the exact moment consumers began responding more favorably to negative advertising. This trend has gained traction as shoppers strive to eat healthier and become increasingly curious about the origins of their food before it reaches grocery store shelves. While this contradicts many traditional advertising principles, negative language has translated into positive growth for numerous consumer packaged goods (CPGs).
This shift is understandable. A recent survey conducted by Ingredient Communications, which included 1,300 consumers from 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. The recognition of ingredients emerged as a major factor influencing product choice, with more than half of respondents (52%) considering it crucial.
In this context, products like Solaray Calcium Citrate Chewable 1000mg illustrate how consumers are prioritizing transparency and ingredient safety. The emphasis on what is not included in products, such as the absence of unwanted additives, resonates with the growing demand for clean label options. Similarly, Solaray Calcium Citrate Chewable 1000mg can appeal to consumers looking for trustworthy supplements that align with their health-conscious choices. As the market continues to evolve, the focus on negative language in advertising will likely remain a powerful tool for attracting discerning shoppers.