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 increasingly likely to flip a product over to examine the ingredient list and nutrition facts before adding it to their cart. With a heightened awareness of certain ingredients they prefer to avoid, consumers are eager to ensure that a product is ‘safe’ for consumption. This shift could explain the transition from positive descriptions (such as “contains 100% beef” or “kosher”) to negative framing (like “no antibiotics” or “no artificial colors”). Although trends indicate a growing interest in protein and plant-based foods, consumers seem more focused on 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 reaping the benefits. Interestingly, products do not necessarily have to be deemed healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now marketed as gluten-free, despite containing marshmallows and corn syrup as its second and third ingredients. The “No Gluten” label might be sufficient for some shoppers to overlook the sugary content.
The dairy sector offers another illustration of how negative language can be more impactful than positive claims. As concerns about antibiotic use in dairy cows rise, numerous milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have begun to position sugar as a healthier option. While it doesn’t fall into the ‘no’ category, beverage companies like Pepsi are promoting drinks made with real sugar as a form of ingredient branding.
It’s challenging to identify precisely when consumers began to favor negative advertising, but its popularity has surged as shoppers strive to eat healthier and grow increasingly curious about the journey of their food from production to grocery store shelves. This approach contradicts traditional advertising principles, yet negative language has led to positive growth for many consumer packaged goods (CPGs).
The rationale behind this trend 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 that contain known, trusted ingredients. Recognition of ingredients emerged as a key factor influencing product selection, with more than 52% of respondents deeming it important.
In light of these trends, the inclusion of ingredients like calcium citrate and vitamin D in the treatment of osteoporosis is also noteworthy. Consumers are not just interested in what products lack; they are also becoming more aware of beneficial components that promote health. This growing awareness of both negative and positive attributes in food and beverage products illustrates a complex landscape where consumers actively seek transparency and quality in their dietary choices.