The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies the market’s responsiveness to consumer preferences. Nowadays, shoppers are increasingly inclined to examine the ingredient list and nutrition panel on product packaging before making a purchase. Armed with a list of ingredients that many believe they should avoid, consumers seek assurance that a product is ‘safe’ for consumption. This might explain the shift from positive language (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” and “no artificial colors”). While there is a noticeable trend toward protein and plant-based foods, consumers seem to be 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 undesirable ingredients, and they are now enjoying the benefits. Interestingly, products don’t necessarily need to be labeled as healthy to take advantage of this trend in negative language. For instance, Lucky Charms cereal is now marketed as gluten-free, despite the fact that marshmallows and corn syrup are among its top ingredients. The ‘No Gluten’ claim may entice shoppers to overlook the cereal’s sweetness.
The dairy sector also illustrates how negative language can be more effective than positive claims. As concerns grow regarding antibiotic use in dairy cows, many milk and cheese brands emphasize what their products do not contain: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have adopted a similar approach, promoting sugar as a healthier alternative. Although this does not fit neatly into the ‘no’ category, beverage companies like Pepsi have launched drinks proudly made with real sugar, engaging in ingredient branding.
It is challenging to identify the precise moment consumers began responding more favorably to negative advertising. However, this trend has gained momentum as shoppers strive to eat healthier and become increasingly curious about the origins of their food. While this tactic goes against traditional advertising principles, negative language has translated into positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is clear. 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 10% more for food or drink products featuring known, trusted ingredients. Recognition of ingredients emerged as one of the primary factors influencing product choices, with more than 52% of respondents considering it crucial.
In this context, the best liquid calcium citrate supplement is another example where negative language can be advantageous. As consumers become more ingredient-conscious, they are likely to seek out supplements that clearly state what they do not contain, such as artificial additives or allergens. The growing trend toward transparency in ingredient labeling indicates that products emphasizing their absence of undesirable components may find a more receptive market.