In restaurants, Millennials are the most likely to order menu items containing locally sourced ingredients at 82 percent, followed closely by Gen X at 80 percent and Seniors at 78 percent. Whether in a retail store or on a restaurant menu, it is not uncommon to find references made to local farmers responsible for bringing the food to the store or to the table. In stores, 82 percent of Millennials, 83 percent of Gen X and 85 percent of Seniors believe locally sourced food is fresher than the alternative. Locally sourced food is generally considered the freshest by all ages of consumers. While fresh food is regarded as a treat by 81 percent of consumers, developing convenient, healthy and reasonably priced fresh meal concepts will answer the craving of consumers across all generations. The facets of freshness push the boundaries of the produce section of supermarkets, with 65 percent of shoppers considering refrigerated prepared foods to taste fresh and 72 percent agreeing that refrigerated food with a re-sealable package is fresh. Fresh foods come in different shapes, different channels, and different packaging, and consumers make their food-purchasing decisions based on experience and consumption habits that result in an incredibly flexible definition of “fresh.”įresh goes beyond organic labels, with only 50 percent of consumers considering organic food the freshest choice available. Does fresh perception come from sourcing, merchandising or one of the other countless aspects of retail and foodservice operations? Culinary Visions set out to explore this topic in a survey of 1,500 consumers who were asked to share their opinions on the value of fresh food and the characteristics that define it.ĭelving into what makes meals and ingredients fresh in the eyes of consumers debunks preconceived ideas and highlights opportunities for foodservice operators. There are few words more alluring to today’s consumers than “fresh.” Yet, the definition of fresh is just as elusive as the definition of healthy. More details on how the findings relate to different consumer demographics will be presented at the event on Dec. Originally printed in the November 2018 issue of Produce Business.Įditor’s Note: This research was conducted exclusively for Produce Business to premiere at the New York Produce Show’s Ideation Fresh Foodservice Forum. 2022 Marketing Excellence Award Winners.Research Perspective/Comments and Analysis.
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