The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, accompanied by changes in packaging, exemplifies how the market is adapting to consumer demands. Today, shoppers are more inclined than ever to flip over a package to scrutinize the ingredient list and nutrition facts before adding an item to their cart. With a checklist of ingredients they prefer to avoid, consumers are eager to ensure that a product is ‘safe’ for consumption. This shift may explain the transition from positive messaging (such as “contains 100% beef” or “kosher”) to negative messaging (like “no antibiotics” and “no artificial colors”). Although 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 quickly recognized this trend and revamped their packaging accordingly. Many companies made significant investments in research and development to eliminate undesirable ingredients, and as a result, they are now enjoying the benefits. Interestingly, products do not even need to be labeled as healthy to leverage this negative language trend. For instance, Lucky Charms cereal is now marketed as gluten-free, despite containing marshmallows and corn syrup as its second and third ingredients. The gluten-free claim alone could entice shoppers to consider this sweet cereal.
The dairy sector also illustrates how negative language can be more effective than positive phrasing. As concerns about antibiotic use in dairy cattle rise, numerous milk and cheese products emphasize what their animals were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have begun to embrace sugar as a healthier option. While it doesn’t fit neatly into the ‘no’ category, beverage brands like Pepsi have introduced drinks that proudly declare they are made with real sugar, engaging in ingredient branding.
It’s challenging to identify the exact moment consumers began to respond more favorably to negative advertising. However, its popularity has surged as shoppers strive for healthier eating and become increasingly inquisitive about the journey of their food from production to grocery store shelves. This approach contradicts conventional advertising practices, yet negative language has led to positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift 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 an additional 10% for food or drink products that contain known, trusted ingredients. Recognition of ingredients emerged as a significant factor influencing product choice, with 52% of respondents deeming it an important consideration.
In this context, products fortified with essential nutrients, such as “vitamins for life calcium citrate plus vitamin D3,” can leverage both negative language about avoiding harmful ingredients and the positive aspect of delivering beneficial nutrients. This dual approach not only reassures consumers but also aligns with their growing desire for transparency in food products. As they increasingly prioritize what is and isn’t included in their food, the demand for items like those enhanced with “vitamins for life calcium citrate plus vitamin D3” will likely continue to rise, further illustrating the effectiveness of negative language in marketing.