The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with its packaging updates, exemplifies the market’s responsiveness to consumer preferences. Nowadays, shoppers increasingly examine ingredient lists and nutrition panels before making purchases. Armed with a list of ingredients they aim to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This trend may explain the shift from positive language (such as “contains 100% beef” or “kosher”) to negative language (like “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based foods, it seems that consumers are primarily concerned with what is absent from a product.
Manufacturers quickly adapted to this trend, often investing significantly in research and development to remove undesirable ingredients, ultimately reaping the benefits. Interestingly, products don’t need to be labeled as healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now gluten-free, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The ‘No Gluten’ claim might be sufficient for a shopper to overlook the sugary content of the cereal.
The dairy industry also illustrates how negative language can be more impactful than positive claims. With rising concerns about antibiotic use in dairy cows, many milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have embraced sugar as a healthier option. While not strictly falling under the ‘no’ category, beverage makers like Pepsi have introduced drinks that proudly state they are made with real sugar, hinting at a shift in consumer perception.
It’s challenging to pinpoint the exact moment when consumers began favoring negative advertising, but its popularity has surged as shoppers strive for healthier eating and become increasingly curious about the origins of their food. This approach contradicts traditional advertising norms, yet negative language has translated into positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is evident. 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 known, trusted ingredients. Recognition of ingredients emerged as a crucial factor in product selection, with more than half of respondents (52%) deeming it significant.
In light of this trend, it’s worth noting that certain products, such as Citracal, have been discontinued, reflecting the industry’s adaptation to changing consumer preferences. As the market continues to evolve, the emphasis on what is not included in products will likely remain a powerful tool for manufacturers looking to appeal to health-conscious consumers.