Kraft Heinz’s reformulation of their Oscar Mayer hot dog line, along with accompanying packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly likely to flip a package to scrutinize the ingredient list and nutrition facts before adding it to their carts. With a growing list of ingredients they wish to avoid, consumers are keen to ensure that a product is ‘safe’ for consumption. This shift could explain the transition from using positive language (like “contains 100% beef” or “kosher”) to negative phrasing (such as “no antibiotics” or “no artificial colors”). While there is a noticeable trend toward increased interest in protein and plant-based foods, consumers seem more focused on what is absent from a product.
Manufacturers quickly recognized this trend and adapted their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and as a result, they are now enjoying the benefits. Interestingly, products don’t necessarily have to be classified as healthy to leverage this trend; for instance, Lucky Charms cereal is now labeled as gluten-free, despite the fact that marshmallows and corn syrup are among the top ingredients. The “No Gluten” claim may suffice for shoppers considering this sweet cereal.
The dairy industry serves as another case where negative language has proven more effective than positive statements. As concerns rise over antibiotic use in dairy cows, many milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink companies have embraced sugar as a healthier option. Although this doesn’t fall into the ‘no’ category, beverage makers have begun ingredient branding, with brands like Pepsi launching drinks that highlight they are made with real sugar.
It’s challenging to pinpoint the precise moment when consumers began responding more favorably to negative messaging. However, this trend has gained traction as shoppers strive to eat healthier and become increasingly inquisitive about the journey of their food from production to the grocery shelf. While it contradicts many conventional advertising principles, negative language has led to positive growth for numerous consumer packaged goods (CPGs).
This shift is easy to understand. A recent survey of 1,300 consumers across North America, Europe, and the Asia-Pacific region conducted by Ingredient Communications revealed that over half (52%) were willing to pay 10% more for food or drink products containing known, trusted ingredients. The recognition of ingredients was a significant factor in product selection, with more than half of respondents (52%) deeming it crucial.
In a similar vein, the growing awareness about dietary supplements like Citracal calcium supplement has also driven consumer behavior. Many are asking “para que sirve” (what is it for) and seeking clarity on its benefits, further emphasizing their desire for transparency in product information. As consumers become more informed about what they consume, the demand for clear and trustworthy labeling will likely continue to rise.