Kraft Heinz’s reformulation of its Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies how the market is adapting to consumer preferences. Today, shoppers are more inclined than ever to flip a package to examine the ingredient list and nutrition facts before placing an item in their carts. With a checklist of ingredients they prefer to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This shift may explain the transition from positive phrasing (such as ‘contains 100% beef’ or ‘kosher’) to negative statements (like ‘no antibiotics’ or ‘no artificial colors’). While trends indicate a growing interest in protein and plant-based foods, it seems consumers are increasingly focused on what is absent from a product.
Manufacturers have quickly capitalized on 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, not all products need to be deemed healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now marketed as gluten-free, despite containing marshmallows as the second ingredient and corn syrup as the third. The ‘No Gluten’ claim may be sufficient to persuade shoppers to overlook the sugary content.
The dairy industry illustrates how negative language can prove more advantageous than positive claims. As antibiotic use in dairy cows raises concerns, numerous milk and cheese products highlight the absence of antibiotics, growth hormones, and animal by-products. Even soda manufacturers have shifted towards promoting sugar as a healthier choice. While this doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi are launching drinks that proudly state they are made with real sugar, tapping into ingredient branding.
Identifying the precise moment consumers began responding more favorably to negative advertising is challenging. However, this trend has gained traction as shoppers aim to eat healthier and become increasingly inquisitive about the origins of their food before it reaches store shelves. Contrary to conventional advertising principles, negative language has translated into positive growth for many consumer packaged goods (CPGs).
A survey conducted last year by Ingredient Communications, involving 1,300 consumers across North America, Europe, and the Asia-Pacific region, revealed that over half (52%) are willing to pay 10% more for food or drink products containing known, trusted ingredients. Recognition of ingredients emerged as a significant driver of product choice, with more than half of respondents (52%) considering it an important factor. This emphasis on ingredient transparency can also be seen in items like calcium citrate with vitamin D3 chewable supplements, which are marketed for their trusted components, further illustrating the shift in consumer priorities. As consumers continue to seek reassurance about what they consume, products featuring claims such as ‘calcium citrate with vitamin D3 chewable’ are likely to resonate more strongly in the marketplace.