Kraft Heinz’s reformulation of their Oscar Mayer hot dog line and the subsequent packaging changes serve as prime examples of how the market is adapting to consumer demands. Nowadays, shoppers are more inclined than ever to flip packages over to scrutinize ingredient lists and nutrition panels before making a purchase. With a growing list of ingredients they prefer to avoid, consumers are increasingly seeking assurance that a product is ‘safe’ for their consumption. This shift could explain the transition from positive language—such as “contains 100% beef” or “kosher”—to negative phrasing like “no antibiotics” and “no artificial colors.” While trends indicate a rising interest in protein and plant-based foods, it seems consumers are more concerned with what is absent from a product.
Manufacturers have quickly responded to this trend by updating their packaging. 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 of negative messaging. 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 “No Gluten” claim may be sufficient for shoppers to overlook the sugary contents of this cereal.
The dairy industry also illustrates how negative language can be more effective than positive descriptions. As concerns about antibiotic use in dairy cows rise, many milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have embraced the trend by promoting sugar as a healthier option. While it doesn’t quite fit into the ‘no’ category, beverage companies like Pepsi have introduced drinks that proudly declare they are made with real sugar.
Identifying the precise moment when consumers began to respond more favorably to negative advertising is challenging. However, its popularity has surged as shoppers strive to eat healthier and grow increasingly inquisitive about the journey of their food before it reaches grocery store shelves. This tactic goes against traditional advertising norms, yet negative language has proven to foster positive growth for many consumer packaged goods (CPGs).
This trend is further supported by a survey conducted last year, which revealed that over half (52%) of 1,300 consumers across North America, Europe, and the Asia-Pacific region were willing to pay 10% more for food or drink products featuring known, trusted ingredients. The recognition of ingredients emerged as a significant factor influencing product choice, with more than half of respondents (52%) deeming it essential.
In light of this, the introduction of products such as cissus quadrangularis calcium citrate malate and vitamin D tablets reflects the growing consumer desire for transparency in ingredients. These tablets, which contain well-regarded components, align with the trend of consumers seeking products that are free from unwanted additives. As the market continues to evolve, the emphasis on ingredient integrity and the use of negative language is likely to remain a powerful strategy in attracting health-conscious shoppers.