The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the subsequent packaging updates, exemplifies how the market is adapting to consumer preferences. Shoppers today are more inclined than ever to flip over packaging to examine ingredient lists and nutrition panels before deciding to purchase an item. With a growing awareness of certain ingredients they prefer to avoid, consumers are increasingly seeking assurances that products are ‘safe’ for consumption. This shift may explain the transition from positive wording (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While trends indicate a rising interest in protein and plant-based options, it appears that consumers are more focused on what a product lacks.
Manufacturers have swiftly responded to this trend by revamping their packaging. Many companies invested significantly in research and development to eliminate unwanted ingredients, and they are now enjoying the benefits. Interestingly, products don’t necessarily have to be deemed healthy to capitalize on this negative language trend. For instance, Lucky Charms cereal now boasts a gluten-free label, despite containing marshmallows and corn syrup as its second and third ingredients. The gluten-free claim may be sufficient to persuade shoppers to choose this sugary cereal.
The dairy industry showcases another instance where negative language has proven more effective than positive messaging. With rising concerns regarding antibiotic use in dairy cows, many milk and cheese products emphasize what their sources were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have embraced sugar as a seemingly healthier option. Although not fitting into the ‘no’ category, beverage companies like Pepsi have launched drinks proudly stating they are made with real sugar, engaging in ingredient branding to appeal to health-conscious consumers.
Identifying the precise moment consumers began responding more favorably to negative advertising is challenging. This trend has gained traction as shoppers aim to make healthier choices and grow increasingly curious about the origins of their food before it reaches grocery shelves. Contrary to traditional advertising principles, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
A recent survey conducted 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 recognized and trusted ingredients. The acknowledgment of ingredients has emerged as a crucial factor influencing product selection, with more than half of respondents (52%) regarding it as significant. Additionally, the inclusion of ingredients like calcium carbonate citrate, often recognized for its benefits, could enhance consumer trust and engagement. As more products integrate such trusted components, the trend of negative language will likely continue to thrive in an evolving market landscape.