Consumer perception of situational appropriateness for fresh, dehydrated and fresh-cut fruits

Influence of Pomegranate Appearance Attributes on Consumer Choice, and Identification of Barriers and Drivers for Consumption

In a prepurchase situation, consumers base their choice decision on external fruit characteristics, from which they infer internal characteristics. This study investigates consumer preference for pomegranate appearance using a choice-based conjoint analysis with 320 participants. We created 27 images of pomegranates that differed in varietal characteristics: colour (yellow, bicoloured, and red), shape (round, oval, and flattened), and calyx shape (open, semi-open, and closed). Colour was by far the most important factor for consumers, followed by fruit shape and calyx shape. Two preference profiles were identified. Most consumers liked bicolour and red pomegranates equally, and rejected yellow ones, while a smaller group concentrated their choice on bicolour pomegranates. In terms of fruit and calyx shape, oval and flattened fruit and open calyx were the most preferred by both consumer groups. Barriers and drivers for consumption were also investigated. There is still plenty of room to increase pomegranate consumption. Greater availability of pomegranates and ready-to-eat arils in grocery shops, obtaining new unseeded/easier-to-peel varieties, and providing a sensory label would help to overcome current barriers. Marketing campaigns should focus on a pomegranate's health benefits and its versatility in consumption.

Acceptance, Sensory Characterization and Consumption Contexts for Dehydrated Persimmon Slices, Chips, Leathers and Powder: A Consumer Study

Valorization of persimmon discards is a current challenge for the food industry. Obtaining dehydrated persimmon products can be a good option, but studies are necessary to predict consumer responses before placing new products on the market. In this study, we produced dried slices, chips, leathers and powder from persimmons that were discarded at harvest. A consumer study was performed with 100 participants. For a realistic context, the four products were presented to the participants in specifically designed packages to simulate commercial packages. The participants were asked about their interest in having each product available on the market. Then, they were asked to taste the samples and to state their acceptance and purchase intention. The participants characterized the main sensory properties of the samples using the CATA questions. The consumption contexts evoked by each product were also investigated based on the item-by-use method, plus the CATA questions. Our results revealed that, before tasting the samples, the participants showed special interest in having chips and slices available on the market. After tasting, the participants reported very good acceptance of chips, slices and powder, but leathers were less liked. According to the consumer characterizations, slices had the most intense persimmon taste and a succulent texture, while powder was characterized by its caramel taste. Chips were differentiated from the other samples, mainly for their crispy texture, while leathers were sticky and tasteless, which explained their poor acceptance. By evaluating the data on acceptance and the evoked consumption contexts together, we conclude that persimmon consumption could be enhanced by commercializing slices, chips and powder. The participants described chips and slices as healthy snacks in different daily situations, while powder could be used as a sweetener for yoghurts or hot drinks and as an ingredient for baking desserts. These are all contexts in which fresh persimmon would be not consumed as reported by the participants.

Understanding Blood versus Blond Orange Consumption: A Cross-Cultural Study in Four Countries

Understanding consumer perceptions and attitudes to specific fruit is key information for not only increasing fruit consumption, but also for marketing reasons. It may also give clues to breeders to set quality objectives. This study explores different aspects that help to explain blood vs. blond orange consumption: availability and consumption habit, satisfaction attributes, facilitators and consumption barriers, consumption contexts, expectations and purchase intention. The study was conducted in China, Mexico, Spain and Italy, where citrus fruit consumers were invited to respond an online questionnaire. Our results revealed Italy as the country with the highest availability and consumption of blood oranges, followed by China, Mexico and Spain. "Liking" and "healthy properties" were the most important reasons for consumption irrespectively of orange type, but certain differences among countries were detected in secondary reasons. In all the countries, "juicy" was the most relevant attribute for consumer satisfaction, followed by flavour/taste attributes. "Aromatic" and "unfibrous" were substantial requirements for Italians and Chinese, while Spaniards attached importance to the blood oranges colour. Regarding consumption contexts, "eat with salt or chilly powder" was specific for Mexico, while "to improve health", "as a gift" or "at a restaurant" were contexts mainly cited in China. Despite taste preferences for other fruit being the main consumption barrier in all the countries for both orange types, the relevance of other barriers depended on culture and orange type. Mexican participants seemed to take a more neophobic attitude to blood oranges, while "inconvenient" was reported as a barrier for consuming blond ones in Spain and China. We conclude that blond and blood oranges can co-exist on markets at a high consumption rate, as in Italy. Specific interventions are needed in other countries because consumer attitudes to oranges, mainly blood ones, depend on culture.