The recent reformulation of Heinz’s Oscar Mayer hot dog line, along with changes in packaging, exemplifies how the market is adapting to consumer preferences. Nowadays, shoppers are more inclined to flip a package to examine the ingredient list and nutritional information before purchasing. Armed with a list of ingredients to avoid, consumers prioritize knowing that a product is ‘safe’ for consumption. This shift in focus may explain the trend from positive language (like “contains 100% beef” or “kosher”) to negative language (such as “no antibiotics” or “no artificial colors”). While there is a growing interest in protein and plant-based foods, it seems that consumers are more concerned with what a product lacks.
Manufacturers quickly recognized this trend and updated their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now enjoying the benefits. Interestingly, products don’t even need to be deemed healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now labeled gluten-free, despite having marshmallows and corn syrup as its primary ingredients. The ‘No Gluten’ claim alone might entice shoppers to overlook the sugary content.
Similarly, the dairy industry showcases how negative wording can be more effective than positive claims. With rising concerns about antibiotic use in dairy cows, many milk and cheese products emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have shifted their narratives, promoting real sugar as a healthier alternative. While this doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi have launched drinks that proudly declare they are made with real sugar.
It’s challenging to pinpoint the exact moment consumers began responding more favorably to negative advertising. Its popularity has surged as shoppers strive for healthier eating and become increasingly inquisitive about the origins of their food. This approach contradicts conventional advertising wisdom, yet negative language has led to positive growth for many consumer packaged goods (CPGs).
The rationale behind this trend is clear. A survey conducted last year involving 1,300 consumers across North America, Europe, and the Asia-Pacific region by Ingredient Communications revealed that over half (52%) were willing to pay 10% more for food or drink products that contain known, trusted ingredients. Recognition of ingredients, including beneficial components like calcium citrate and magnesium, emerged as a key factor in product choice, with more than half of respondents (52%) identifying it as essential.
In conclusion, as consumers remain vigilant about what they consume, the focus on negative claims over positive assertions is likely to continue shaping the food and beverage landscape, with manufacturers adapting their strategies to meet these evolving preferences.