According to market research company Innova Market Insights, authenticity is an important attribute for the storytelling process in food and beverage development. According to their consumer research, 27% of people who want to know the stories behind their food and drink say that this information makes a product more real and authentic.
 
A new report the company issued highlights the different ways in which these authentic stories are being told. Sometimes, direct claims use generic on-pack language such as ‘authentic’ or ‘traditional,’ which has been popular for some time. However, strategies appear to be moving on, with a growing focus on recipe choices and traceability, both of which help to build a more truly authentic image.
 
Two examples include the ways in which Korean barbecue or Texan barbecue are viewed with more positive profiles than generic barbecue flavors. For international cuisines, the launches of retail products that reference ‘street food’ has increased fivefold between the years 2015 and 2019.
 
“It is no surprise to find retail manufacturers taking cues from the ‘street food’ environment,” Lu Ann Williams, director of Insights and Innovation at Innova Market Insights, said. “The category has helped to introduce authentically foreign foods to a much wider audience and many consumers want to recreate these dishes in the home.”
 
Additionally, some suppliers are relocating the ‘made in…’ information to a more prominent position in the front of a package, rather than in the back. Specific regional associations are important at both a local and international level.
 
Innova reports that the EU’s protected foods schemes are also valuable tools in building an authentic image. Launches of new products containing the Protected Geographical Indication, Protected Designation of Origin, or Traditional Specialty Guaranteed logos doubled between 2015 and 2019.