The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with its updated packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are more inclined to examine the ingredient list and nutrition panel before making a purchase. With a clear understanding of ingredients they wish to avoid, consumers are increasingly seeking assurance that products are ‘safe’ for consumption. This shift in consumer behavior may explain the transition from positive language (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based foods, it seems that consumers are primarily focused on what is excluded from a product.
Manufacturers quickly recognized this trend and revamped their packaging accordingly. Many had to invest significantly in research and development to eliminate undesirable ingredients, but they are now enjoying the benefits. Interestingly, products do not even need to be deemed healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now gluten-free, despite containing marshmallows and corn syrup as its primary ingredients. The ‘No Gluten’ label alone might be sufficient for consumers to overlook the sweet cereal’s less healthy components.
Similarly, in the dairy industry, negative language has proven to be more advantageous than positive claims. As concerns surrounding antibiotic use in dairy cows rise, many milk and cheese products emphasize what they do not contain, such as antibiotics, growth hormones, and animal by-products. Even soda manufacturers have adopted the notion of sugar as a healthier option. While this doesn’t strictly fall into the ‘no’ category, brands like Pepsi are promoting drinks made with real sugar, aligning with consumer demand.
Identifying the exact moment when consumers began responding more favorably to negative advertising is challenging. This trend has gained traction as shoppers strive to eat healthier and grow increasingly curious about the origins of their food before it reaches grocery store shelves. Although this approach contradicts traditional advertising principles, negative language has resulted in positive growth for many consumer packaged goods (CPGs).
The appeal of this strategy is evident. A recent survey conducted by Ingredient Communications, involving 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 featuring known, trusted ingredients. Recognition of ingredients emerged as a significant factor in product selection, with 52% of respondents considering it crucial. Among these ingredients, calcium citrate 325 mg could also play a role in consumer choices, reflecting the growing desire for transparency in food labeling. The emphasis on what is not included in products, including the notable mention of calcium citrate 325 mg, is likely to continue influencing consumer behavior as they seek safer and healthier options.