The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with its updated packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly flipping over products to scrutinize ingredient lists and nutrition panels before making a purchase. With a checklist of ingredients they prefer to avoid, consumers want assurance that what they are eating or drinking is ‘safe.’ This shift might explain the trend from positive phrasing (like “contains 100% beef” or “kosher”) to negative claims (such as “no antibiotics” or “no artificial colors”). Although there is a growing interest in protein-rich and plant-based foods, it seems that consumers are more focused on what products lack.
Manufacturers swiftly recognized this trend and revamped their packaging accordingly. Many companies made significant investments in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits. Interestingly, products don’t have to be labeled as healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now labeled gluten-free, despite containing marshmallows and corn syrup as its second and third ingredients, respectively. The mere “No Gluten” claim can be sufficient for some shoppers to overlook the sugary nature of this cereal.
The dairy sector also illustrates how negative phrasing can be more impactful than positive assertions. With growing concerns over antibiotic use in dairy cattle, numerous milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have embraced the notion of sugar as a healthier choice. While this doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi are focusing on ingredient branding, launching drinks that highlight they are made with real sugar.
It’s challenging to pinpoint the exact moment consumers began to favor negative messaging, but its popularity has surged as shoppers strive for healthier eating and show increasing curiosity about the origins of their food. This approach contradicts conventional advertising wisdom, yet negative language has translated into positive growth for many consumer packaged goods (CPGs).
The reasons for this trend are clear. A recent survey conducted by Ingredient Communications, involving 1,300 consumers from 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 key factor influencing product choice, with more than half of respondents (52%) considering it essential.
Furthermore, the inclusion of ingredients like calcium citrate 500 mg with vitamin D has also gained attention. Consumers are increasingly looking for products that offer beneficial ingredients while avoiding those that contain harmful additives. The demand for supplements and additives such as calcium citrate 500 mg with vitamin D reflects a broader trend of health-conscious choices, underscoring the importance of transparency and safety in food and beverage products. As this trend continues, it will be interesting to see how manufacturers adapt their messaging to meet consumer expectations.