The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging modifications, illustrates how the market is adapting to consumer preferences. Nowadays, shoppers increasingly flip packages to scrutinize ingredient lists and nutrition panels before making a purchase. Armed with a checklist of ingredients they prefer to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This shift could explain the transition from positive phrasing (like “contains 100% beef” or “kosher”) to negative phrasing (such as “no antibiotics” or “no artificial colors”). Although trends indicate a growing interest in protein and plant-based foods, it seems consumers are primarily focused on what is absent 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 necessarily have to be deemed healthy to leverage this trend towards negative language. For instance, Lucky Charms cereal is now labeled gluten-free, despite the fact that marshmallows and corn syrup are among its main ingredients. The ‘No Gluten’ claim may be sufficient to entice shoppers to choose this sugary cereal.
The dairy industry exemplifies how negative language can be more impactful than positive messaging. With rising concerns regarding antibiotic use in dairy cows, numerous milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have reframed sugar as a healthier option. While not falling strictly into the ‘no’ category, beverage producers like Pepsi have introduced drinks that proudly claim they are made with real sugar.
Pinpointing the exact moment consumers began responding more favorably to negative advertising is challenging. However, this trend has certainly gained traction as shoppers strive to eat healthier and become increasingly curious about the journey of their food from production to grocery store shelves. This approach contradicts many traditional advertising principles, yet negative language has translated into positive growth for numerous consumer packaged goods (CPGs).
A recent survey conducted by Ingredient Communications among 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. The recognition of ingredients emerged as a significant driver of product selection, with more than half of respondents (52%) deeming it an important factor. This is particularly relevant when considering options like calcium citrate with or without food, as consumers increasingly seek transparency in what they consume. In light of this, it’s clear that negative language in marketing is not only resonating with modern consumers but also shaping purchasing decisions significantly.