“Shifting Consumer Preferences: The Rise of Negative Labeling in Food Marketing”
The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies the market’s responsiveness to consumer preferences. Nowadays, shoppers are more inclined than ever to flip over packaging to scrutinize ingredient lists and nutrition facts before placing items in their carts. Equipped with a checklist of ingredients they aim to avoid, consumers are keen to ensure that products are ‘safe’ for consumption. This shift might explain the transition from positive phrasing (such as “contains 100% beef” or “kosher”) to negative phrasing (like “no antibiotics” or “no artificial colors”). While there is a growing trend toward protein and plant-based foods, it seems that consumers are increasingly concerned with what is absent from products.
Manufacturers swiftly recognized this trend and revamped their packaging accordingly. Many companies made significant investments in research and development to eliminate undesirable ingredients, which has now begun to pay off. Interestingly, products need not even be classified as healthy to capitalize on this trend of negative language. For example, Lucky Charms cereal has adopted a “gluten-free” label, despite the fact that its second ingredient is marshmallows and the third is corn syrup. The mere claim of “No Gluten” might be sufficient to persuade a shopper to choose this sugary cereal.
The dairy industry also illustrates how negative language can be more effective than positive messaging. With rising concerns about antibiotic use in dairy cows, many milk and cheese products now emphasize what their cows were not treated with: antibiotics, growth hormones, and animal by-products. Even soft drink manufacturers have embraced sugar as a healthier alternative. While it doesn’t fit neatly into the ‘no’ category, beverage companies like Pepsi have launched drinks highlighting that they are made with real sugar, moving towards ingredient branding.
Identifying the precise moment when consumers began to favor negative advertising is challenging. However, it has gained traction as shoppers strive to make healthier choices and grow increasingly curious about the journey of their food from production to grocery store shelves. This approach contradicts many traditional advertising principles, yet negative language has translated into positive growth for numerous consumer packaged goods (CPGs).
The reasoning behind this shift is evident. A recent survey conducted by Ingredient Communications, which included 1,300 consumers across North America, Europe, and the Asia-Pacific region, revealed that over half (52%) were willing to spend 10% more on food or drink products containing known, trusted ingredients. Recognizing ingredients emerged as a major factor influencing product selection, with more than half of respondents (52%) deeming it important. Additionally, for those seeking to boost their calcium intake, products containing 1500 mg of calcium citrate have become increasingly appealing. The emphasis on ingredient transparency, particularly concerning items like 1500 mg calcium citrate, illustrates consumers’ desire for reassurance about what they are consuming.
