Creating a ‘real’ link
Consumers want to know that the product is local, sustainably sourced, or created by well treated and well-paid workers if it comes from a distant land, and staple foods from a specific region have a marketing advantage over generic staples.
“Brands are really trying to create a link to where the product comes from,” said Williams.
The ‘real’ trend isn’t a new one, but it seems the consumer appetite for a good back story is showing no signs of abating - the number of launches with ‘made in’ and ‘ingredients from’ wording tripled between 2011 and 2015, putting this trend at number five in Innova's top ten.
“There’s a lot more storytelling that can be done and that applies to big brands as well as small ones,” said Williams.