The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are more likely to flip a package to scrutinize the ingredient list and nutrition facts before adding it to their cart. With a checklist of ingredients they aim to avoid, consumers are keen on ensuring that a product is ‘safe’ for consumption. This shift might explain the transition from positive language (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based foods, consumers seem to be more concerned with what is absent from a product.
Manufacturers quickly recognized this trend and revamped 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 have to be considered healthy to leverage this negative language trend. For instance, Lucky Charms cereal is now labeled gluten-free, despite the fact that the second ingredient is marshmallows and the third is corn syrup. The “No Gluten” claim alone may entice shoppers to overlook the sugary content.
The dairy sector also illustrates how negative language can be more impactful than positive messaging. With rising concerns about antibiotic use in dairy cows, many milk and cheese products highlight what their cattle were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have embraced a more health-conscious approach; while not strictly falling into the ‘no’ category, companies like Pepsi have introduced beverages made with real sugar, tapping into ingredient branding.
Determining the exact moment consumers began favoring negative advertising is challenging. However, this trend has gained traction as shoppers strive for healthier eating and grow increasingly curious about the journey of their food from production to grocery shelves. Although it contradicts traditional advertising principles, negative language has led to positive growth for many consumer packaged goods (CPGs).
This shift in consumer behavior is evident; a recent survey of 1,300 consumers across North America, Europe, and the Asia-Pacific region conducted by Ingredient Communications revealed that more than half (52%) were willing to pay 10% more for food or drink products that contain known, trusted ingredients. The recognition of ingredients emerged as a key factor in product selection, with over half (52%) of respondents considering it an important aspect.
Notably, ingredients like tri calcium citrate could benefit from this trend, as consumers increasingly seek transparency in what they consume. By highlighting the absence of undesirable components and promoting trusted ingredients like tri calcium citrate, brands can effectively appeal to today’s health-conscious shoppers. The integration of such recognized ingredients into their offerings could further enhance consumer confidence and drive sales.