The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, illustrates the market’s responsiveness to consumer demands. Nowadays, shoppers are more inclined than ever to flip over a package to examine the ingredient list and nutrition panel before adding an item to their cart. Equipped with a checklist of ingredients they prefer to avoid, consumers are eager to identify products that are deemed ‘safe’ for consumption. This shift may explain the transition from positive phrasing (like “contains 100% beef” or “kosher”) to negative phrasing (such as “no antibiotics” or “no artificial colors”). While trends indicate a growing interest in protein and plant-based foods, it seems that consumers are increasingly focused on what a product lacks.
Manufacturers quickly recognized this trend and adjusted their packaging accordingly. Many companies made substantial investments in research and development to eliminate undesirable ingredients, resulting in positive outcomes. Interestingly, products do not have to be classified as healthy to benefit from this negative language trend. For instance, Lucky Charms cereal is now labeled gluten-free, despite the fact that its second ingredient is marshmallows and it contains corn syrup. The claim of ‘No Gluten’ may be sufficient for shoppers to overlook the sugary contents of this cereal.
The dairy industry also exemplifies how negative language can be more effective than positive messaging. With rising concerns regarding antibiotic use in dairy cows, many milk and cheese brands proudly advertise what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda brands have jumped on the bandwagon, promoting sugar as a healthier alternative. Although it doesn’t fit the ‘no’ category, beverage companies like Pepsi have launched drinks that emphasize their use of real sugar in ingredient branding.
Identifying the precise moment consumers began to respond more favorably to negative advertising is challenging. This trend has gained traction as shoppers aim to adopt healthier eating habits and become increasingly inquisitive about the origins of their food. Contrary to traditional advertising principles, negative language has led to positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is clear. A survey conducted last year 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 a food or drink product containing known, trusted ingredients. Recognition of ingredients emerged as a significant factor in product choice, with more than half of respondents (52%) deeming it essential.
In this context, products like calcium citrate vitamin D3 zinc & magnesium tablets also illustrate the trend. Consumers are increasingly drawn to supplements that emphasize their beneficial ingredients while avoiding harmful additives, aligning with the broader market shift towards transparency and health consciousness. This trend further highlights how consumers are actively seeking products that promote overall well-being, showing a preference for those that clearly communicate what they do and do not contain.