Authenticity “vital” to good storytelling, says Innova Market Insights
21 Sep 2020 --- Authenticity is a vital part of the storytelling process in F&B development, according to Innova Market Insights. The market researcher flags that 27 percent of consumers who want to know the stories behind their purchased products say this is because the story makes a product more real and authentic.
A new report from Innova Market Insights highlights how these authentic stories are being told. Direct claims using generic on-pack languages such as “authentic” or “traditional” has been a popular approach for some time.
“Sixty-five percent of consumers want to know a product’s story. Furthermore, consumers are also interested in learning where the ingredients are sourced and want to understand the production processes for the food and beverage products that they buy,” Akhil Aiyar, market analyst at Innova Market Insights, tells FoodIngredientsFirst.
Authenticity claims prevail
“There are several indicators that consumers look for when evaluating the authenticity of a product. The use of direct descriptors such as ‘traditional,’ ‘artisanal’ ‘hand-made’ are still widely used,” he continues.
“Other avenues for evaluating authenticity are through storytelling strategies that highlight ingredient provenance. There is a growing emphasis on specificity in recipes and their sources, and this plays a key role in evaluating authenticity, especially within foodservice,” Aiyar argues. 
Moreover, strategies appear to be moving on, with a growing focus on recipe choices and traceability to help build a truly authentic image.
When it comes to recipes, specificity is very much the order of the day, in both international and local authenticity.
For example, Korean barbecue or Texan barbecue have more positive profiles than generic barbecue flavors. Meanwhile, for international cuisines, launches of retail products that reference “street food” inspirations increased fivefold between 2015 and 2019.
“It’s no surprise to find retail manufacturers taking cues from the ‘street food’ environment,” says Lu Ann Williams, the market researcher’s director of insights and innovation.
“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.”
For Aiyar, a review of ethnic flavor developments indicates the sheer regional variety in the types of international recipes making their mark and appealing to many global consumers.
Launches of retail products that reference “street food” increased fivefold between 2015 and 2019. “The concept of street food has expanded rapidly worldwide and has been an invaluable tool in introducing consumers to new and unusual foreign cuisines. Food bought from street stalls has a strong image of authenticity, not only in the recipes but also in the fact that it is generally cooked in front of the customer,” he further explains.
Within the modern F&B industry, there is growing confidence in the consumer’s knowledge, with many manufacturers relying on consumer recognition of specific local or international recipes and ingredients.
“As demands for authenticity increase, this aspect of storytelling has also shifted to the front of packs, with many products making stronger claims – often reinforced with imagery of national flags or maps – to build a local or traceable image,” Aiyar notes.
When it comes to authenticity through traceability, some suppliers are shifting the “made in…” information from the back to the front of packs, while specific regional associations are essential both locally and internationally.
Meanwhile, Aiyar maintains that traceability and transparency are key factors in instilling an authentic image.
“Furthermore, there is an increase in specificity of flavor and ingredient descriptions, such as Sicilian Lemon, Himalayan Sea Salt, which have more authentic credentials,” he concludes.
By Elizabeth Green, with additional reporting from Benjamin Ferrer
