The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying changes in packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly inclined to flip a package over to scrutinize the ingredient list and nutrition panel before making a purchase. With a clear understanding of the ingredients they wish to avoid, consumers seek assurance that a product is ‘safe’ for their consumption. This shift might explain the transition from positive phrasing (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). Although trends indicate a rising interest in protein and plant-based foods, it seems that consumers are more focused on what is absent from a product.
Manufacturers have quickly adapted to this trend, revamping their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits. Interestingly, products don’t even need to be deemed healthy to leverage this trend effectively. For instance, Lucky Charms cereal is now labeled as gluten-free, despite the fact that marshmallows and corn syrup are among its primary ingredients. The mere “No Gluten” claim may be sufficient to entice shoppers to choose this sweet cereal.
The dairy industry illustrates how negative language can be more advantageous than positive terms. As concerns rise over antibiotic use in dairy cows, numerous milk and cheese products highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Additionally, soft drink manufacturers are promoting real sugar as a healthier option. While this doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi are marketing drinks made with real sugar, capitalizing on this trend.
Identifying the precise moment consumers began favoring negative advertising over positive messaging is challenging. However, this approach has surged in popularity as shoppers strive to make healthier food choices and become increasingly curious about what happens to their food before it reaches grocery store shelves. This strategy contradicts most advertising principles, yet the use of negative language has led to positive growth for many consumer packaged goods (CPG) companies.
The rationale is clear. A survey conducted last year with 1,300 consumers across North America, Europe, and the Asia-Pacific region by Ingredient Communications found that over half (52%) were willing to pay 10% more for food or drink products containing known, trusted ingredients. The recognition of ingredients, such as bluebonnet calcium citrate magnesium D3, emerged as one of the leading factors influencing product choice, with more than half of respondents (52%) considering it a critical element. As consumers continue to prioritize transparency and safety in their food and beverage choices, the trend towards negative language in marketing is likely to persist, benefiting brands that embrace this shift in consumer behavior.