The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the subsequent packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, more shoppers are flipping packages to scrutinize ingredient lists and nutrition panels before adding items to their carts. With a growing awareness of ingredients they aim to avoid, consumers are keen on ensuring that products are ‘safe’ for consumption. This trend may explain the shift from positive descriptors (like 100% beef or kosher) to negative phrasing (such as no antibiotics or no artificial colors). While there is indeed a rising interest in protein and plant-based foods, it seems that consumers are more concerned about what is absent from a product.
Manufacturers swiftly recognized this trend and revamped their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now witnessing the benefits. Interestingly, products don’t even need to be labeled as healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now gluten-free, despite the fact that marshmallows and corn syrup are among its top ingredients. The ‘No Gluten’ claim may be enough to entice shoppers to choose this sugary cereal.
The dairy industry serves as another case where negative wording proves more effective than positive claims. With increasing concerns about antibiotic use in dairy cows, numerous milk and cheese products highlight what their cattle were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have adopted a similar approach, positioning sugar as a healthier option. Although it doesn’t strictly fit into the ‘no’ category, beverage brands like Pepsi have initiated ingredient branding campaigns, promoting drinks made with real sugar.
Identifying the exact moment consumers began favoring negative messaging over positive advertising is challenging. This trend has gained traction as shoppers strive to make healthier choices and become increasingly inquisitive about the journey of their food from production to grocery store shelves. While this approach contradicts traditional advertising principles, negative language has translated into substantial growth for many Consumer Packaged Goods (CPGs).
This shift is not surprising. A survey conducted last year by Ingredient Communications involving 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 drinks containing known, trusted ingredients. Recognition of ingredients emerged as a significant driver of product choice, with more than half of respondents (52%) deeming it an important factor. This growing awareness is reflected not only in food products but also in dietary supplements, such as Apovital calcium citrate, which emphasizes transparency in its ingredient sourcing. The focus on ingredient integrity is becoming increasingly critical in influencing consumer decisions, showcasing a broader trend towards mindful consumption.