U.S. consumers' importance of freshness when buying groceries by generation 2014

The data shows generational differences between U.S. adult consumers who were asked about the importance of the factor 'freshness' when buying foods and beverages. The survey was fielded online by Harris Interactive in March 2014. Some 83% of U.S. adults belonging to the Millennial generation indicated to consider the attribute 'freshness' as a very or somewhat important driver for their food and beverage purchase decisions.