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Study: Freshness has many faces

Range of visual cues impact fresh food purchasing decisions

Russell Redman

March 20, 2019

2 Min Read
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To shoppers buying fresh food, the picture in-store is worth a thousand words.

Visual merchandising cues connoting freshness can sway customers’ perceptions about a product and, in turn, their purchasing decisions, according to findings released Tuesday from Culinary Visions’ Fresh Perspectives Study.

Of 1,500 U.S. consumers polled by the Chicago-based food industry research firm, 76% said a fully stocked shelf or display case is key to assessing freshness.

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Similarly, more than 90% of respondents deem a merchandising display’s cleanliness as an indicator of freshness. Sixty-six percent of those surveyed consider a clean display case as extremely important in judging a food’s freshness, while 28% see cleanliness as moderately important.

"Freshness is affected by a long list of different factors beyond the food itself,” according to Sharon Olson, executive director of Culinary Visions, which specializes in food-focused insights and trends forecasting for consumers and food industry professionals. “These factors include packaging, store perceptions and service style."

Nine out of 10 consumers reported that they don’t like clutter around a fresh food display. Of those shoppers, 49% said it’s extremely important to have a clear and uncluttered shopping, dining or ordering space when buying fresh food, and 41% think that’s only moderately important.

Related:Supermarkets hold edge as fresh produce destination

Along with the cleanliness and presentation of a service counter, salad bar or an action station in on-site foodservice operations, transparency plays a pivotal role in defining freshness, Culinary Visions noted.

Eighty-five percent of consumers polled believe transparent packaging is moderately important or extremely important when determining the freshness of food. Furthermore, 88% agreed that a label indicating when the food was prepared is a key influencing factor in gauging its degree of freshness.

"Consumers gravitate towards fresh merchandising cues such as clean and fully stocked display cases. Uncluttered shopping, dining and ordering spaces are also important aspects to consumers' perceptions on freshness," Olson stated.

Still, Culinary Visions’ study noted that looks aren’t everything to consumers, who also rely on word-of-mouth and online comments. Eighty-eight percent of those surveyed consider a retail store’s reputation important when buy fresh food. Meanwhile, 84% of respondents said a restaurant's reviews and ratings were important when making dining decisions to eat fresh foods.

The Culinary Visions Fresh Perspectives Study examined consumers' perceptions of freshness and purchasing habits in retail stores, delis and foodservice settings, covering such areas as merchandising, flavor preferences, customization and convenience.

Related:Meat trumps price in swaying consumer decisions

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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