In many food and drink categories, “fresh” is a term we hear constantly—it’s something consumers crave, and brands work hard to deliver. But what exactly is “freshness”? How do we define it, and more importantly, how do consumers experience it? After spending years working with clients across the industry, I’ve realized something profound: Freshness isn’t just a product attribute—it’s an emotional response.
Think about it. Consumers say they want “fresh” milk, but not straight from the cow. They want “fresh” burgers, but no one expects them to be raw. And how does “frozen while fresh” fit in when talking about products like peas? Clearly, freshness means more than just something that hasn’t spoiled. It’s about perception.
Consumers’ evaluation of freshness is largely unconscious and often irrational. Freshness is communicated through a range of sensory cues—visuals, packaging, colours, aromas—all working in harmony to create a sense of something being fresh. We can try to measure these cues—the vibrant green on a package of vegetables or the dewy condensation on a cold beverage in an ad—but often these elements are subtle, product-specific, and deeply intertwined with the emotional experience of consumption.
This synergy between what consumers see, feel, and taste is what truly conveys freshness. It’s confirmed not only by the product’s look and feel but by the experience of consuming it. Does it match or surpass expectations? Or does it fall short? The emotional journey the consumer goes through with your product is key.
To truly understand freshness, you must understand your consumer’s emotional triggers and the journey they take when interacting with your product. How do they perceive freshness from the moment they see your packaging to the final bite or sip?
Which cues make the experience feel fresh, and how does this impact their overall satisfaction?
This is not an easy task. Understanding the emotional side of freshness requires deep insights into your consumer’s subconscious responses. However, once you crack that code, you’ll have a significant competitive advantage. You’ll know how to create the right balance of cues that consistently deliver the emotional experience of freshness—giving you a powerful edge in today’s crowded marketplace.
So, next time you’re thinking about how to communicate freshness, remember: It’s not just about the product. It’s about tapping into the emotional journey of your consumer.
Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:
Providing Clarity on the Psychological relationships between consumers and brands
