New study explores US consumers' willingness to pay for fresh-market grape attributes
A recent study examined U.S. consumers' preferences and willingness to pay for different attributes of fresh-market grapes, providing insights for growers, retailers and the fresh produce industry. The research evaluated how factors such as grape size, sweetness, seedlessness, color and production methods influence purchasing decisions. Findings reveal that certain attributes significantly affect…
A recent study published in HortScience delved into the preferences and willingness of U.S. consumers to pay for various attributes of fresh-market grapes. The research, which evaluated factors like grape size, sweetness, seedlessness, color, and production methods, revealed that specific characteristics significantly impact consumer purchasing decisions.
These insights aim to guide growers, retailers, and the fresh produce industry in optimizing production, marketing, and pricing strategies to align with shopper expectations. The study, led by Dr. Melinda Knuth from North Carolina State University and Dr. Renee Threlfall from the University of Arkansas, highlights the importance of quality, taste, and convenience in shaping consumer choices in the competitive fresh produce market.
By understanding these preferences, stakeholders across the supply chain can make more informed decisions to ensure that fresh-market grapes meet the evolving demands of American consumers and enhance overall value, quality, and satisfaction in fresh-market fruit offerings.
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