The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the subsequent packaging updates, exemplifies the market’s reaction to consumer preferences. Today, shoppers are increasingly likely to flip over packages to scrutinize the ingredient lists and nutrition panels before deciding to add items to their carts. Armed with a checklist of ingredients they wish to avoid, consumers are eager to ensure that products are ‘safe’ for consumption. This shift may explain the transition from positive descriptors (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While trends indicate a rising interest in protein, plant-based foods, and even therapeutic responses to calcium citrate, it seems that consumers are more concerned with what is absent from a product.
Manufacturers quickly recognized this trend and adapted their packaging accordingly. Many companies had to make significant investments in research and development to eliminate undesirable ingredients, but they are now reaping the benefits. Interestingly, products don’t even have to be genuinely healthy to leverage this negative language trend. For instance, Lucky Charms cereal is now labeled gluten-free, despite the fact that marshmallows are the second ingredient and corn syrup is the third. The mere “No Gluten” claim may be sufficient to entice shoppers to purchase this sugary cereal.
The dairy industry also illustrates how negative terminology can be more effective than positive claims. As concerns grow about antibiotic use in dairy cows, many milk and cheese products emphasize what their animals weren’t treated with: antibiotics, growth hormones, and animal by-products. Even soda manufacturers have started promoting sugar as a healthier alternative. While this doesn’t strictly fall into the ‘no’ category, beverage companies are attempting to appeal to consumer preferences by highlighting that their drinks are made with real sugar.
Pinpointing the exact moment when consumers began to favor negative advertising is challenging. However, this trend has gained traction as shoppers strive for healthier eating options and show increasing curiosity about the origins of their food. Although this approach contradicts many traditional advertising principles, the use of negative language has led to positive growth for numerous consumer packaged goods (CPGs).
This phenomenon is easy to comprehend. A recent survey conducted by Ingredient Communications, which included 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 containing known, trusted ingredients. Recognition of ingredients emerged as a significant factor influencing product choice, with more than half of respondents (52%) deeming it important. As consumers continue to seek products that align with their health priorities and expectations, including those related to therapeutic responses to calcium citrate, it’s clear that negative language in marketing will likely persist as a significant trend in the industry.