‘Storytelling: Winning with Words’ is top food and beverage trend for 2020
According to Innova Market Insights, consumers increasingly are interested in discovering the stories behind their foods.
Increased consumer interest in the stories behind their food and beverage products and their notable influence on purchasing decisions has resulted in companies increasingly paying attention to storytelling in branding strategies. For that reason, “Storytelling: Winning with Words” leads the list of Innova Market Insights’ top 10 trends for 2020.
Although ingredient provenance has always been important, consumer interest in discovering the story behind their foods has risen further and is increasingly influencing purchasing decisions, said Innova Market Insights, Arnhem, the Netherlands. Consumers' attention is piqued by opportunities to learn more about how products are produced, which promotes an understanding of product benefits and helps build all-important trust in the brand.