“Storytelling: Winning with Words” tops this year’s trend list
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, with ingredient provenance proving its worth as a key element of this.
According to Innova Market Insights research, three in five global consumers say that stories around a brand influence their purchasing decisions, with the main reasons why consumers want this information given as learning where the ingredients come from, understanding the product’s benefits and engendering trust in the brand.