Metabolomics as a marketing tool for geographical indication products: a literature review

Geographical indication (GI) is used to identify a product's origin when its characteristics or quality are a result of geographical origin, which includes agricultural products and foodstuff. Metabolomics is an “omics” technique that can support product authentication by providing a chemical fingerprint of a biological system, such as plant and plant-derived products. The main purpose of this article is to verify possible contributions of metabolomic studies to the marketing field, mainly for certified regions, through an integrative review of the literature and maps produced by VOSviewer software. The results indicate that studies based on metabolomics approaches can relate specific food attributes to the region’s terroir and know-how. The evidence of this connection, marketing of GIs and metabolomics methods, is viewed as potential tool for marketing purposes (e.g., to assist communication of positive aspects and quality), and legal protection. In addition, our results provide a taxonomic categorization that can guide future marketing research involving metabolomics. Moreover, the results are also useful to government agencies to improve GIs registration systems and promotion strategies.