The reformulation of the Oscar Mayer hot dog line by Kraft Heinz, along with changes in packaging, exemplifies how the market is responding to consumer preferences. Nowadays, shoppers are increasingly likely to flip a package over to scrutinize the ingredient list and nutrition panel before adding the item to their cart. With a clear understanding of ingredients they aim to avoid, consumers prioritize products that they perceive as ‘safe’ to consume. This shift may explain the transition from positive language (e.g., “contains 100% beef” or “kosher”) to negative phrasing (such as “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based foods, it appears that consumers are more concerned with 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 they are now reaping the benefits. Interestingly, products do not necessarily need to be considered healthy to capitalize on this trend of negative language. For instance, Lucky Charms cereal has recently been labeled gluten-free, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The mere “No Gluten” claim might be sufficient for a consumer to overlook the cereal’s sugary content.
The dairy industry also illustrates how negative language can be more effective than positive wording. As worries about antibiotic use in dairy cows rise, numerous milk and cheese products highlight what their cows have not been treated with: antibiotics, growth hormones, and animal by-products. Even soft drink companies have shifted to promoting sugar as a healthier option. Although it doesn’t fall strictly into the ‘no’ category, beverage manufacturers have embraced ingredient branding, with companies like Pepsi launching drinks that proudly declare they are made with real sugar.
It is challenging to determine the precise moment consumers began to favor negative advertising, but its popularity has surged as shoppers strive for healthier eating and become increasingly curious about the journey of their food from production to grocery store shelves. This trend contradicts many traditional advertising principles; however, negative language has proven to be a catalyst for positive growth among numerous consumer packaged goods (CPGs).
A survey conducted last year by Ingredient Communications, which included 1,300 consumers from North America, Europe, and the Asia-Pacific region, revealed that over half (52%) were willing to pay a premium of 10% for food or drink products featuring known, trusted ingredients. Awareness of ingredients emerged as a significant factor influencing product choice, with more than half of the respondents (52%) deeming it essential. This growing focus on ingredient transparency is evident even in products fortified with yutiny calcium citrate, as consumers become more discerning about their nutritional choices. Ultimately, the demand for clarity and safety in food and drink has reshaped how manufacturers communicate with their customers.