The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging changes, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip over products to scrutinize ingredient lists and nutrition panels before adding items to their carts. With a growing awareness of ingredients they prefer to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This shift may explain the transition from positive messaging (such as “contains 100% beef” or “kosher”) to a focus on negative claims (like “no antibiotics” or “no artificial colors”). While trends indicate a rising interest in protein and plant-based foods, it seems that consumers are prioritizing what is absent from products.
Manufacturers have quickly recognized this trend and adapted their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits. Interestingly, products don’t even need to be classified as healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now labeled gluten-free, despite the fact that marshmallows and corn syrup feature prominently in its ingredients. The ‘No Gluten’ claim might be sufficient for consumers to overlook the sugary content.
The dairy sector also illustrates how negative phrasing can be more effective than positive descriptions. As concerns regarding antibiotic use in dairy cows rise, many milk and cheese brands highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have embraced the trend, promoting sugar as a healthier alternative. While this doesn’t fall strictly under the ‘no’ category, beverage companies like Pepsi have launched drinks that proudly declare they are made with real sugar.
It’s challenging to identify the exact moment consumers began to respond more favorably to negative advertising. This trend has gained traction as shoppers strive for healthier eating and become increasingly inquisitive about the origins of their food before it reaches grocery shelves. Although it contradicts conventional advertising principles, negative language has translated into positive growth for many consumer packaged goods (CPGs).
The rationale behind this trend is clear. A survey conducted last year by Ingredient Communications, which involved 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. Recognition of ingredients emerged as a significant factor in purchasing decisions, with more than half of participants (52%) deeming it essential.
Incorporating specific ingredients into the conversation, such as calcium citrate with or without food, aligns with this trend. Consumers are increasingly interested in understanding the implications of various ingredients, including whether calcium citrate is more effective when taken with or without food. This focus on ingredient transparency further emphasizes the importance of negative claims, as shoppers seek clarity on what is not included in their products. As companies continue to adapt to these consumer demands, the landscape of food marketing is likely to evolve further, underscoring the critical role of ingredient awareness in shaping purchasing behavior.