The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the changes in packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are more inclined than ever to flip a package over to check the ingredient list and nutrition facts before placing an item in their cart. Armed with a list of ingredients they wish to avoid, consumers are eager to identify products that are ‘safe’ for consumption. This shift may explain the transition from positive language (such as “contains 100% beef” or “kosher”) to negative language (like “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based foods, it seems that consumers are increasingly focused on what products lack.
Manufacturers quickly recognized this trend and revamped their packaging accordingly. Many companies invested significantly in research and development to eliminate unwanted ingredients, and they are now experiencing the benefits. Interestingly, products don’t necessarily need to be considered healthy to capitalize on this negative language trend. For instance, Lucky Charms cereal now proudly claims to be gluten-free, despite the fact that marshmallows and corn syrup are among the top ingredients listed. The “No Gluten” label may be sufficient for shoppers to overlook the sugary content.
The dairy industry also illustrates how negative phrasing can be more effective than positive messaging. As concerns about antibiotic use in dairy cows rise, many milk and cheese brands emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have started to tout sugar as a healthier option. While it doesn’t strictly fall under the ‘no’ category, beverage companies like Pepsi have launched products that highlight being made with real sugar, aligning with the trend of ingredient recognition.
It is challenging to determine the exact moment when consumers began responding more positively to negative advertising. However, as shoppers strive to make healthier choices and become increasingly inquisitive about the origins of their food, this approach has gained traction. Although this strategy contradicts conventional advertising principles, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is evident. A recent survey by Ingredient Communications, which polled 1,300 consumers across North America, Europe, and the Asia-Pacific region, revealed that over half (52%) of respondents were willing to pay 10% more for food or drink products made with known and trusted ingredients. Ingredient recognition emerged as a significant driver of product selection, with a majority of participants (52%) considering it an essential factor.
In this evolving landscape, products like Citracal Pearls are also capitalizing on the trend, emphasizing what they do not contain, thereby appealing to health-conscious consumers. By focusing on the absence of unwanted ingredients, Citracal Pearls and similar products can leverage the power of negative language to enhance their market appeal.