The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with its packaging updates, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are increasingly scrutinizing packaging, turning it over to examine the ingredient list and nutrition panel before making a purchase. With a checklist of ingredients they prefer to avoid, consumers are keen to ensure that products are ‘safe’ for consumption. This shift in focus may explain the transition from positive messaging—such as “contains 100% beef” or “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 more concerned with what is absent from a product.
Manufacturers quickly recognized this trend and revamped their packaging accordingly. Many invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t have to be strictly healthy to leverage this trend; for instance, Lucky Charms cereal is now labeled gluten-free, despite containing marshmallows and corn syrup as key ingredients. The “No Gluten” label might be enough to entice shoppers to choose this sugary cereal.
The dairy sector also illustrates how negative language can be more effective than positive claims. As concerns regarding antibiotic use in dairy cows rise, many milk and cheese brands emphasize what their animals were not treated with: antibiotics, growth hormones, and animal by-products. Even soda companies have adopted this approach, promoting drinks made with real sugar as a healthier alternative. Though it doesn’t fit neatly into the ‘no’ category, this ingredient branding strategy has gained traction, with companies like Pepsi highlighting their use of real sugar.
It’s challenging to pinpoint the exact moment consumers began to respond more favorably to negative advertising. However, as they strive to make healthier choices, their curiosity about the origins of their food has intensified. This represents a departure from traditional advertising norms, but negative language has led to positive growth for many consumer packaged goods (CPGs). This trend is supported by a recent survey conducted by Ingredient Communications, which revealed that over half (52%) of 1,300 consumers across North America, Europe, and the Asia-Pacific region are willing to pay 10% more for food or drink products that contain known and trusted ingredients. Recognition of these ingredients was identified as a critical factor in product choice, with more than half of respondents (52%) considering it important.
Incorporating trusted ingredients like solgar calcium citrate with vitamin D into product formulations may further enhance consumer appeal. As shoppers continue to prioritize transparency and quality, brands that effectively communicate what is excluded from their products, alongside highlighting beneficial ingredients such as solgar calcium citrate with vitamin D, are likely to see continued success in the marketplace. This growing consumer awareness signals a shift toward more mindful purchasing habits, where the presence of reliable ingredients is becoming increasingly vital.