The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with changes in packaging, exemplifies how the market is adapting to consumer preferences. Shoppers are increasingly taking the time to examine ingredient lists and nutrition panels before purchasing items. With a heightened awareness of the ingredients they wish to avoid, consumers prioritize knowing 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 phrasing (like “no antibiotics” or “no artificial colors”). While trends indicate a growing interest in protein and plant-based foods, it seems consumers are more concerned with what is absent from a product.
Manufacturers quickly recognized this trend and updated their packaging accordingly. Many companies invested significantly in research and development to eliminate unwanted ingredients, and they are now enjoying the benefits. Interestingly, products do not necessarily need to be healthy to leverage this trend. For instance, Lucky Charms cereal can now boast its gluten-free status, despite having marshmallows and corn syrup as its second and third ingredients. The ‘No Gluten’ label may be sufficient for consumers to overlook the sugary content of the cereal.
The dairy industry provides another compelling example of how negative wording can be more effective than positive claims. As concerns over antibiotic use in dairy cows rise, many milk and cheese products emphasize what their sources were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have adopted a similar strategy, promoting sugar as a healthier alternative. Although it doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi have launched drinks that highlight their use of real sugar, engaging in ingredient branding.
Identifying the exact moment when consumers began to respond more favorably to negative advertising is challenging. This trend has gained traction as shoppers strive to eat healthier and grow increasingly curious about the journey of their food before it reaches grocery store shelves. While this approach contradicts traditional advertising principles, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
It’s easy to understand why this shift is occurring. A recent survey conducted by Ingredient Communications among 1,300 consumers across 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 influencing product choices, with more than half of respondents (52%) deeming it essential. This trend is particularly relevant when considering the best calcium citrate supplement; consumers are keen to know what they are putting into their bodies and are more likely to choose products that feature transparent ingredient lists. With the growing emphasis on ingredient integrity, products that highlight what they do not contain, such as harmful additives, will continue to resonate with health-conscious consumers.