The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging modifications, exemplifies the market’s responsiveness to consumer preferences. Nowadays, shoppers are increasingly inclined to flip a product over to scrutinize the ingredient list and nutrition facts before adding it to their cart. Equipped with a checklist of ingredients they seek to avoid, consumers are eager to ensure a product is ‘safe’ for consumption. This shift could explain the transition from positive language (like “contains 100% beef” or “kosher”) to negative wording (such as “no antibiotics” or “no artificial colors”). Although trends indicate a growing interest in protein and plant-based foods, it seems that consumers are 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 enjoying the benefits. Interestingly, products do not necessarily have to be considered healthy to capitalize on this trend of negative language. For example, Lucky Charms cereal is now labeled gluten-free, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The ‘No Gluten’ claim alone might be sufficient to entice shoppers to purchase this sugary cereal.
The dairy industry offers another instance where negative language has proven more effective than positive phrasing. As concerns regarding 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. In a similar vein, soda companies have started promoting sugar as a healthier choice. While it doesn’t strictly fall into the ‘no’ category, beverage makers like Pepsi have launched products highlighting that they are made with real sugar, thereby embracing ingredient branding.
It is challenging to identify the precise moment consumers began to respond more favorably to negative advertising. However, this trend has gained traction as shoppers strive to eat healthier and become increasingly inquisitive about the origins of their food before it reaches supermarket shelves. Although it contradicts many advertising principles, negative language has translated into positive growth for numerous consumer packaged goods (CPG) brands.
This shift is easily understandable. A survey conducted last year among 1,300 consumers across North America, Europe, and the Asia-Pacific region by Ingredient Communications revealed that over half (52%) were willing to pay 10% more for food or drink products containing known, trusted ingredients. The recognition of ingredients emerged as a significant factor influencing product choice, with more than half of respondents (52%) deeming it an important consideration.
In the context of health-conscious products, items like Citracal Petites 400 mg calcium citrate have gained popularity, emphasizing beneficial ingredients while also avoiding those consumers prefer to steer clear of. This trend highlights how effectively negative phrasing can enhance consumer trust and product desirability. Ultimately, the shift to negative language in marketing reflects a deeper consumer desire for transparency and safety in their food choices, paving the way for brands to align their messaging with these evolving preferences.