The Importance of Storytelling – Consumer Food Trends with Innova Market Insights


Upon the announcement of their top food trends for 2021, we sat down with Innova Market Insights to explore some of the most pressing consumer desires shaping the flexible packaging industry. Read on to find out more about our most recent video series, Expert Insights: Consumer Food Trends.


Storytelling has endured as a way to not only influence purchasing decisions but as a key strategy to achieving transparency between companies and customers.


This week on Expert Insights, Hery Henry, Wipak Group Head of Strategic Marketing & Sustainability, and Nicole Jansen, Insights & Innovation Team Leader at Innova Market Insights, discuss the power of storytelling in light of Innova Market Insights’ #1 trend for 2021: Transparency Triumphs.


Why is good storytelling the key to a more sustainable future? How do we communicate sustainability through our packaging? And who is responsible for adopting these changes?


Watch the full discussion here:


As a global leader in developing and manufacturing packaging solutions for the food and medical sectors, Wipak stays on top of the latest consumer and packaging trends thanks to Innova Market Insights. Find out how we are addressing these in our sustainable range and product offering here and get in touch today!


Innova Market Insights is a global knowledge leader in the food and beverage industry, whose customers are amongst the top 500 FMCG companies in the world.  Using advanced data analytics, they provide meaningful guidance on present and future trends in FMCG. Based in the Netherlands, Innova is valued for their local and regional knowledge insights. Find out more at  

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