The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies how the market is responding to consumer demand for transparency in food ingredients. Today, shoppers are more inclined than ever to examine ingredient lists and nutrition panels before making a purchase. With a heightened awareness of what they want to avoid—such as certain additives—consumers are seeking assurance that the products they choose are ‘safe’ for consumption. This shift may explain the transition from positive language (such as “contains 100% beef” and “kosher”) to negative phrasing (like “no antibiotics” and “no artificial colors”). While there is a growing interest in protein and plant-based foods, it seems that consumers are increasingly focused on what is absent from their food.
Manufacturers have quickly adapted to this trend by redesigning their packaging. Many companies have invested significantly in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits of this shift. Interestingly, products don’t necessarily need to be classified as healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now labeled as gluten-free, despite containing marshmallows and corn syrup as its primary ingredients. The ‘No Gluten’ label alone can persuade shoppers to choose this sugary cereal.
The dairy industry also illustrates how negative language can be more impactful than positive claims. As concerns regarding antibiotic use in dairy cattle rise, numerous milk and cheese products emphasize what their cows were not treated with—namely, antibiotics, growth hormones, and animal by-products. Even beverage companies have embraced a similar approach; while not strictly a ‘no’ claim, many have taken to promoting their drinks as being made with real sugar, presenting it as a healthier alternative.
It’s challenging to determine the precise moment consumers began favoring negative advertising, but its popularity has surged as people strive to eat healthier and become more inquisitive about the origins of their food. This approach contradicts traditional advertising principles, yet negative language has led to positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is clear. A recent survey conducted by Ingredient Communications, which included 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 recognized, trusted ingredients. The recognition of ingredients emerged as a significant factor influencing product choice, with more than half of respondents (52%) considering it crucial.
Incorporating this trend, brands like Bluebonnet have also recognized the importance of transparency, particularly with their calcium magnesium supplements, appealing to health-conscious consumers. The emphasis on what is not included in products, such as unnecessary fillers or additives, aligns with the desires of today’s shoppers for clarity and quality. As consumers continue to seek out products that reflect their values, the market will likely evolve further, reinforcing the potency of negative language in product marketing.