The 2,000 Austrian consumers responded to about 100 questions in March 2014. In addition to general questions about the importance of freshness, the survey focused on freshness criteria related to consumers' primary and secondary sources of these products. The study found that excellence in freshness is increasingly viewed in Austrian grocery as being the key to surviving in a world of ever-toughening competition. But Austria's retailers have overlooked this trend and have fallen out of the Top 10 in an international consumer comparison, it said. The results were then compared with responses from customers in Germany, Great Britain, France and the United States.
The study "A New Focus on Freshness in Austria?" by Oliver Wyman and the Austrian Trade Association was conducted as part of an international series of studies on the perception of freshness in the food retail sector.