The Dating Game

This story first appeared in the January 1996 issue of Entrepreneur. To receive the magazine, click here to subscribe.

The nation's grocery shoppers have one question to ask: What's new? In a recent survey released by trade association Grocery Manufacturers of America, paying attention to the freshness dating of food products was cited as the top up-and-coming trend in grocery shopping.

Although perennial favorites such as cereal and dairy products have long been judged according to their timeliness, a less likely candidate for the dating game-until recently, that is-has been soft drinks. But as the fervor over freshness spreads, don't be surprised to see an increasing range of manufacturers using product freshness as a selling point.

Of course, consumers aren't interested solely in food's freshness. The survey revealed shoppers also care about buying reduced-fat foods, as well as reading food labels. And-no surprise here-shoppers of all ages are in the market for meals that can be prepared in 20 minutes or less.

It's all a matter of time, isn't it?

Contact Source

Grocery Manufacturers Of America, 1010 Wisconsin Ave. N.W., #900, Washington, DC 20007, (202) 337-9400;

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