The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the subsequent changes in packaging, exemplifies how the market is responding to consumer preferences. Nowadays, shoppers are more inclined than ever to flip a package over to scrutinize the ingredient list and nutrition panel before adding an item to their cart. Equipped with a list of ingredients they prefer to avoid, consumers are eager to ensure that a product is ‘safe’ for their consumption. This shift might explain the transition from positive messaging (like “contains 100% beef” or “kosher”) to negative phrasing (such as “no antibiotics” or “no artificial colors”). While there is a noticeable trend toward increased interest in protein and plant-based foods, it seems consumers are more focused on what a product lacks.
Manufacturers have quickly adapted to this trend by updating their packaging. Many companies have made significant investments in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t even need to be classified as healthy to capitalize on this negative messaging trend. For instance, Lucky Charms cereal is now labeled gluten-free, despite the fact that the second ingredient is marshmallows and the third is corn syrup. The “No Gluten” claim may be sufficient for some shoppers to overlook the sugary content of the cereal.
The dairy industry also illustrates how negative language can be more effective than positive claims. As concerns about antibiotic use in dairy cows rise, many milk and cheese products emphasize what their sources were not treated with: antibiotics, growth hormones, and animal by-products. Additionally, soda companies have taken a similar approach by promoting sugar as a healthier alternative. While this doesn’t fit neatly into the ‘no’ category, beverage manufacturers have ventured into ingredient branding, with companies like Pepsi launching drinks that proudly declare they are made with real sugar.
It’s challenging to identify the exact moment consumers began to respond more favorably to negative advertising. This trend has gained traction as shoppers strive to eat healthier and become increasingly inquisitive about the origins of their food before it reaches the grocery store shelf. Although it contradicts many traditional advertising principles, negative language has translated into positive growth for numerous consumer packaged goods (CPGs).
The reasons behind this shift are clear. A recent survey conducted among 1,300 consumers across North America, Europe, and the Asia-Pacific region by Ingredient Communications revealed that over half (52%) of respondents were willing to pay 10% more for food or drink products containing known, trusted ingredients. Recognition of ingredients emerged as one of the most significant factors influencing product choice, with more than half of those surveyed (52%) deeming it an important consideration. This is particularly relevant for products like Citracal Creamy Bites, which highlight their trusted ingredients to appeal to health-conscious consumers. As the demand for transparency and safety continues to grow, we can expect more brands to adopt this negative messaging strategy, making it a powerful tool in their marketing arsenal.