The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the changes in packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly likely to turn a product over to scrutinize the ingredient list and nutrition panel before making a purchase. With a growing awareness of ingredients they prefer to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This trend may explain the shift from positive claims (such as “contains 100% beef” or “kosher”) to negative assertions (like “no antibiotics” or “no artificial colors”). While there is a noticeable interest in protein and plant-based foods, consumers seem more focused on what a product lacks.
Manufacturers have quickly recognized this trend and have updated their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t even need to be deemed healthy to capitalize on this negative language trend. For example, 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 a shopper to overlook the sugary content.
The dairy industry also illustrates how negative language can be more effective than positive messaging. As concerns about antibiotic usage in dairy cows rise, many milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have turned to sugar as a healthier option. While not strictly negative, beverage companies like Pepsi have launched drinks that proudly state they are made with real sugar, tapping into the trend of ingredient transparency.
Identifying the exact moment consumers began favoring negative advertising is challenging, but it has gained traction as shoppers aim for healthier eating and grow increasingly curious about the origins of their food. This approach contradicts traditional advertising principles, yet negative language has led to positive growth for numerous consumer packaged goods (CPGs).
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 drink products containing known, trusted ingredients. Recognition of ingredients emerged as a crucial factor in product choice, with more than half of respondents (52%) deeming it important. This trend could even extend to products containing additives like calcium citrate and magnesium citrate, as consumers look for items that not only meet their dietary restrictions but also provide beneficial nutrients. As such, the presence of recognizable ingredients, including calcium citrate and magnesium citrate, may further enhance a product’s appeal in a market increasingly driven by consumer awareness and health consciousness.