The fresh produce department is a measure of the quality level of a supermarket. This is according to 77% of households above forty years of age without children, 66% of households younger than 40 years of age without children and 67% of households with children in an investigation by GfX Panel Services for the report on fresh products.
Important factors in evaluating the fresh department of the supermarket are the sell-by date of the fresh product (8.15) and the appeal of the fresh product (8.03) and the price (8.01). Of less importance are factors like professionalism of he employees (7.35), the atmosphere of the department (7.08) and the size of the assortment (7.00). Of least importance is the supply of organic and sustainable products (5.78).
In general consumers are satisfied with the care and presentation of the fresh department of their primary supermarket. Only 6% is not satisfied. Only 29% is of the opinion that their own supermarket is different from the competition in the fresh department. A same percentage of the persons questioned is of the opinion that their own supermarket is number one in the area of fresh.
Source: Distrifood