The reformulation of the Oscar Mayer hot dog line by Kraft Heinz, along with the accompanying packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip over a package to scrutinize the ingredient list and nutrition facts before adding it to their carts. With a growing awareness of ingredients they wish to avoid, consumers are keen to ensure that a product is ‘safe’ for consumption. This shift may explain the move from positive phrasing (like “contains 100% beef” or “kosher”) to a focus on negative phrasing (such as “no antibiotics” or “no artificial colors”). Although trends indicate a rising interest in protein and plant-based foods, it seems that consumers are primarily concerned with what is excluded 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 don’t even need to be inherently healthy to leverage this trend in negative language. For instance, Lucky Charms cereal is now labeled gluten-free, despite having marshmallows as its second ingredient and corn syrup as the third. The ‘No Gluten’ claim might be enough to persuade a shopper to overlook the sugary content.
The dairy sector also illustrates how negative language can be more effective than positive claims. With rising concerns about antibiotic use in dairy cows, many milk and cheese products now emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have adopted sugar as a purportedly healthier alternative. While this doesn’t fall into the ‘no’ category, beverage companies like Pepsi have introduced drinks that proudly announce they are made with real sugar, engaging in ingredient branding.
Pinpointing the exact moment consumers began to respond more favorably to negative advertising is challenging. However, this approach has gained traction as shoppers strive for healthier eating and express increasing curiosity about the origins of their food. While it contradicts traditional advertising principles, negative language has led to positive growth for many consumer packaged goods (CPGs).
This trend is underscored by a survey conducted last year by Ingredient Communications, which involved 1,300 consumers across North America, Europe, and the Asia-Pacific region. The findings revealed that over half (52%) were willing to pay 10% more for food or drink products containing known and trusted ingredients. Recognition of ingredients emerged as a key factor influencing product choice, with more than half of respondents (52%) deeming it essential.
In this context, products like Kirkland’s calcium citrate magnesium zinc can also benefit from the focus on transparency. The emphasis on what such supplements do not contain—like artificial additives—aligns with consumer desires for clarity and safety in their food and health choices. As consumers continue to prioritize ingredient awareness, the demand for items like Kirkland’s calcium citrate magnesium zinc will likely grow, further emphasizing the importance of negative language in marketing strategies.