The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with its updated packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip over products to scrutinize ingredient lists and nutrition panels before making a purchase. With a growing awareness of ingredients they wish to avoid, consumers seek assurances that the products they consume are “safe” for their health. This trend may explain the shift from positive phrasing (like “contains 100% beef” or “kosher”) to negative statements (such as “no antibiotics” or “no artificial colors”). While there is a noticeable rise in interest in protein and plant-based foods, it seems that consumers are more concerned about what a product lacks.
Manufacturers quickly recognized this trend and adapted their packaging accordingly. Many companies invested significantly in research and development to eliminate unwanted ingredients, and they are now reaping the benefits. Interestingly, products don’t necessarily need to be considered healthy to take advantage of this negative language trend. For instance, Lucky Charms cereal is now labeled gluten-free, even though its second ingredient is marshmallows and the third is corn syrup. The “No Gluten” claim may be sufficient to attract buyers to this sugary cereal.
The dairy industry also illustrates how negative language can be more effective than positive claims. As concerns regarding antibiotic use in dairy cows grow, numerous milk and cheese products emphasize what their animals weren’t treated with: antibiotics, growth hormones, and animal by-products. Even soda brands are capitalizing on this trend, with companies like Pepsi promoting their beverages as made with real sugar rather than artificial alternatives.
It’s challenging to determine the exact moment consumers began to respond more favorably to negative advertising. This shift has gained momentum as shoppers aim for healthier diets and become increasingly curious about the origins of their food before it reaches store shelves. While this approach contradicts many traditional advertising principles, negative language has translated into positive growth for numerous consumer packaged goods (CPGs).
The rationale behind this trend is evident. A survey conducted last year by Ingredient Communications, which included 1,300 consumers across North America, Europe, and the Asia-Pacific region, revealed that over half (52%) are willing to pay 10% more for food or drink products that contain known, trusted ingredients. Recognition of ingredients emerged as one of the most significant drivers of product choice, with more than half of the respondents (52%) considering it a crucial factor.
Incorporating beneficial ingredients like calcium citrate, magnesium, and zinc into products has also become a focus for manufacturers. These nutrients are increasingly highlighted on packaging, with consumers appreciating their benefits for health. As consumers become more discerning, the presence of these beneficial ingredients, accompanied by clear negative language, could further enhance product appeal and drive sales in a competitive market.