The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging changes, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly flipping over packages to scrutinize ingredient lists and nutrition facts before adding items to their carts. Equipped with a checklist of ingredients they prefer to avoid, consumers seek assurances that the products they consume are ‘safe.’ This trend may explain the shift from positive phrasing—such as “contains 100% beef” or “kosher”—to negative phrasing like “no antibiotics” or “no artificial colors.” While there is a growing interest in protein and plant-based foods, consumers seem to be more concerned about what is absent from a product.
Manufacturers quickly recognized this shift and revamped their packaging. Many had to invest significantly in research and development to eliminate undesirable ingredients, but they are now reaping the benefits. Interestingly, products do not even need to be deemed healthy to capitalize on this trend in negative language. For instance, Lucky Charms cereal is now marketed as gluten-free, despite the fact that marshmallows and corn syrup are among the top three ingredients. The ‘No Gluten’ label may be sufficient to persuade shoppers to choose this sugary cereal.
The dairy sector also illustrates how negative language can be more effective than positive messaging. With rising concerns regarding antibiotic usage in dairy cows, numerous milk and cheese products now emphasize what their cows have not been treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have begun to embrace sugar as a healthier option. While not strictly negative, beverage brands like Pepsi have launched products that proudly declare they are made with real sugar, aligning with consumer preferences.
It is challenging to pinpoint the exact moment when consumers began to respond more favorably to negative advertising. However, this trend has gained traction as shoppers strive to eat healthier and become increasingly inquisitive about the origins of their food. Although it contradicts conventional advertising principles, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is clear. A recent survey conducted by Ingredient Communications, which involved 1,300 consumers across North America, Europe, and the Asia-Pacific region, found that over half (52%) were willing to spend 10% more on food or drink products with known, trusted ingredients. Recognition of ingredients emerged as a significant factor influencing product choice, with 52% of respondents deeming it important.
Incorporating elements like upcal D3 into these products could further enhance their appeal, as consumers are increasingly looking for nutritional benefits. The awareness of ingredients and their sources continues to shape purchasing decisions, emphasizing the importance of transparency in the food industry. As consumers remain vigilant about what they put into their bodies, the demand for clear, honest labeling will likely continue to grow.