“Shifting Consumer Preferences: The Rise of Negative Language in Food Marketing and Its Impact on Product Choices”
The reformulation of the Oscar Mayer hot dog line by Kraft Heinz, along with the accompanying changes in packaging, exemplifies how the market is responding to consumer demands. Today, more than ever, shoppers are inclined to flip a package over to scrutinize the ingredient list and nutritional information before adding an item to their cart. With a growing awareness of certain ingredients they prefer to avoid, consumers are increasingly seeking assurances that a product is ‘safe’ for consumption. This shift may explain the trend from positive descriptors (such as “contains 100% beef” or “kosher”) to negative phrases (like “no antibiotics” or “no artificial colors”). Although there is a rising interest in protein and plant-based foods, it seems that consumers are primarily focused on what products do not contain.
Manufacturers have quickly adapted to this trend by updating their packaging. Many companies invested significantly in research and development to eliminate undesirable ingredients, and as a result, they’re now enjoying the benefits. Interestingly, products don’t even need to be deemed healthy to capitalize on the trend of negative language. For example, Lucky Charms cereal is now labeled 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 consumers to choose this sugary cereal.
The dairy industry also illustrates how negative language can be more effective than positive messaging. As concerns about antibiotic use in dairy cows rise, numerous milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have started to promote sugar as a healthier choice. While it doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi have launched drinks that proudly proclaim they are made with real sugar—an effort toward ingredient branding.
Identifying the precise moment when consumers shifted toward responding more favorably to negative advertising is challenging. However, this trend has gained traction as shoppers strive to make healthier eating choices and become increasingly curious about the origins of their food. This approach contradicts many traditional advertising principles, but negative language has led to positive growth for various consumer packaged goods (CPGs).
It’s easy to understand why. A recent survey conducted 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 most significant factors influencing product choice, with more than half of respondents (52%) considering it essential.
Incorporating the keyword “Citracal Plus D Petites” into this context, we can see a parallel in how consumers are drawn to products that explicitly state their benefits. For instance, Citracal Plus D Petites, which promotes its calcium content without artificial additives, aligns perfectly with this trend. As consumers continue to prioritize transparency and health, products like Citracal Plus D Petites may find themselves increasingly favored, highlighting the power of both ingredient recognition and negative language in marketing.
