How Freshness Defines the Quality Perception of Baked Goods

The freshness of a product has a big impact on consumers’ perception of quality. To determine product freshness, they use all their senses: smell, sight and touch. But the latest Taste Tomorrow survey also showed that the definitions of freshness are evolving, and it revealed new criteria that impact consumers’ perception of quality. Learn more about the evolving freshness trend.

Taste Tomorrow: a foodstep into the future 
Taste Tomorrow is the world’s largest bakery, patisserie and chocolate consumer survey. It gathers data from over 17,000 consumers in 40 countries and leads to fresh insights about health, taste, convenience, experience, digital trends and more. The latest survey reveals nine key worldwide trends, one of which is ‘freshness’. 

Consumers expect their food to be fresher in the future
Freshness was and still is a crucial element for consumers. Almost half of all consumers worldwide expect freshness to stay at the same level as today, and 3 out of 10 expect food to become even fresher in the future. After a negative trend between 2011 and 2015, consumers are now regaining their trust in future food freshness. But they are still not as optimistic as in 2011. This tendency is similar to the evolving expectations around health

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