Researchers at the University of Palermo have studied which are the main characteristics that influence the purchase of soft fruit. 200 German consumers were interviewed in Munich (Germany) to assess the connection between qualitative characteristic and purchase frequency.
Results have shown that the neutraceutical and healthy properties of the fruits have a great appeal on consumers and confirmed that the characteristics of this fruit plays a very important role in consumers' decisions.
The study enabled researchers to draw a profile of soft fruit consumers on the German market. In particular, neutraceutical and functional aspects are among the main factors influencing consumer's behaviour, followed by taste, freshness and colour.
The most appreciated species are blueberries, raspberries and blackberries, while gooseberries are less popular. 29.5% of interviewees reported buying soft fruit in supermarkets and hypermarkets, discount stores and local markets (23.5%).
Although the study was conducted in a limited area, the results supply interesting information for Italian producers, dealers and for the institutions responsible for sector policies.
Researchers concluded by stressing the importance of communication strategies aimed at increasing the knowledge about the neutraceutical and healthy properties of this type of fruit, especially considering the major role they play in guiding consumer decisions.
However, implementing effective communication strategies often requires investments that small companies cannot afford. Policies should intervene to support entrepreneurial initiatives in this sense, including the participation to trade fairs and the creation of information and communication campaigns that encourage the consumption of fruit among kids on on the radio, internet, television, etc.
