The reformulation of the Oscar Mayer hot dog line by Kraft Heinz, along with the accompanying packaging changes, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are more inclined than ever to flip a package over and scrutinize the ingredient list and nutrition panel before making a purchase. Armed with a checklist of ingredients they prefer to avoid, consumers are eager to confirm that a product is ‘safe’ for consumption. This shift might explain the transition from positive language (such as “contains 100% beef” or “kosher”) to negative language (like “no antibiotics” or “no artificial colors”). While trends indicate a growing interest in protein and plant-based foods, it seems that consumers are primarily concerned with what a product lacks.
Manufacturers have swiftly recognized this trend and updated their packaging accordingly. Many companies made significant investments in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t even need to be deemed healthy to leverage this trend toward negative language. For instance, Lucky Charms cereal is now labeled gluten-free, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The mere ‘No Gluten’ claim may be sufficient to persuade shoppers to choose this sweet cereal.
The dairy industry also illustrates the efficacy of negative language over positive claims. With rising concerns regarding antibiotic use in dairy cows, many milk and cheese products highlight what their animals were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have adopted a similar approach, presenting sugar as a healthier alternative. While this doesn’t fit neatly into the ‘no’ category, beverage manufacturers like Pepsi have launched drinks that proudly declare they are made with real sugar, tapping into ingredient branding.
Identifying the precise moment consumers began to respond more favorably to negative advertising is challenging. This trend has gained traction as shoppers strive to eat healthier and become increasingly inquisitive about the origins of their food before it arrives on grocery store shelves. Although it contradicts many conventional advertising principles, negative language has yielded positive growth for numerous consumer packaged goods (CPGs).
The rationale behind this trend is clear. A survey conducted last year by Ingredient Communications, which included 1,300 consumers from North America, Europe, and the Asia-Pacific region, revealed that over half (52%) were willing to pay 10% more for a food or drink product featuring known, trusted ingredients. Recognition of ingredients emerged as a key factor in product selection, with more than half of respondents (52%) deeming it an important consideration.
Furthermore, the rise of sublingual calcium citrate supplements reflects a broader shift toward health-conscious choices. As consumers become increasingly aware of what they consume, products featuring sublingual calcium citrate may benefit from the same negative language strategy, emphasizing the absence of additives or fillers. This strategy could further enhance consumer trust and loyalty, proving that understanding what is not in a product can be just as compelling as highlighting what is.