The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the subsequent packaging updates, exemplifies how the market is evolving to meet consumer demands. Nowadays, shoppers are more diligent than ever, often flipping packages to scrutinize the ingredient list and nutrition facts before making a purchase. With a growing awareness of ingredients they prefer to avoid, consumers are increasingly seeking assurance that products are ‘safe’ for consumption. This trend might explain the shift from positive phrasing (like “contains 100% beef” or “kosher”) to negative assertions (such as “no antibiotics” or “no artificial colors”). While there is a rising interest in protein and plant-based foods, it seems that consumers are more focused on what a product lacks.
Manufacturers have quickly adapted to this trend by revamping their packaging. Many companies have invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits of this shift. Interestingly, products do not necessarily have to be healthy to capitalize on the trend of negative language. For instance, Lucky Charms cereal is now labeled gluten-free, despite containing marshmallows and corn syrup as its second and third ingredients. The “No Gluten” claim may be sufficient to entice shoppers to purchase this sugary cereal.
Similarly, the dairy industry illustrates how negative language can be more effective than positive claims. With growing concerns about antibiotic use in dairy cows, many milk and cheese producers highlight what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have jumped on the trend, presenting sugar as a healthier choice. While this does not strictly fall into the ‘no’ category, beverage makers like Pepsi are promoting drinks made with real sugar, emphasizing ingredient branding.
It is challenging to determine the precise moment consumers began responding more favorably to negative marketing. However, this trend has gained traction as shoppers aim to eat healthier and become increasingly inquisitive about the origins of their food. Although it contradicts many traditional advertising principles, negative language has translated into positive growth for numerous consumer packaged goods (CPGs).
This shift is further supported by a survey conducted last year by Ingredient Communications, which involved 1,300 consumers from North America, Europe, and the Asia-Pacific region. The findings revealed that over half (52%) of respondents were willing to pay 10% more for food or drink products that featured known and trusted ingredients. Recognition of ingredients was a significant driver of product choice, with more than half of those surveyed considering it an essential factor.
In this context, the inclusion of ingredients like calcium citrate in bottled water is noteworthy. As consumers become more ingredient-conscious, the presence of calcium citrate in bottled water can enhance its appeal, especially when marketed under the negative language trend of “no artificial additives.” By emphasizing that their bottled water contains calcium citrate while lacking undesirable components, brands can effectively capture consumer interest and loyalty. Thus, the focus on what is absent from products, like artificial additives, alongside the introduction of beneficial ingredients such as calcium citrate in bottled water, reflects a broader shift in consumer preferences.