The reformulation of the Oscar Mayer hot dog line by Kraft Heinz, along with the accompanying changes in packaging, exemplifies how the market is adapting to consumer demands. Today, shoppers are increasingly inclined to flip over products to examine ingredient lists and nutritional information before placing them in their carts. With a growing awareness of which ingredients to avoid, consumers are keen to ensure that the products they choose are ‘safe’ for consumption. This shift in focus may explain the transition from positive language on packaging—such as “contains 100% beef” and “kosher”—to negative phrasing like “no antibiotics” and “no artificial colors.” While trends indicate a heightened interest in protein and plant-based foods, it seems that consumers are primarily concerned with 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 reaping the benefits of these changes. Interestingly, products do not even need to be perceived as healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal now touts its gluten-free status, even though its second ingredient is marshmallows and the third is corn syrup. The “No Gluten” claim alone may entice shoppers to consider this sugary cereal.
The dairy industry also illustrates how negative language can be more effective than positive messaging. As concerns about antibiotic use in dairy cows rise, numerous milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have begun to promote sugar as a healthier option. While this doesn’t fit neatly into the ‘no’ category, beverage brands like Pepsi have initiated ingredient branding campaigns, proudly announcing they use real sugar in their products.
Pinpointing the exact moment consumers began responding more favorably to negative advertising is challenging. This trend has gained traction as shoppers strive for healthier eating and become increasingly curious about the origins of their food. Although it contradicts traditional advertising principles, negative language has led to positive growth for many consumer packaged goods (CPGs).
Evidence of this shift is clear. 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 well-known, trusted ingredients. Recognition of ingredients emerged as a significant factor in product selection, with more than half of respondents (52%) deeming it important.
In this context, products like Citracal MG can also benefit from this trend. By emphasizing what they do not contain—such as artificial additives or allergens—Citracal MG can appeal to health-conscious consumers. The success of such products demonstrates the effectiveness of negative language in marketing, reinforcing the notion that consumers are prioritizing transparency and safety in their food and beverage choices.