Consumer acceptance of novel fruits and fruit products

This report presents results of the consumer survey that was conducted in November, 2009, in four European countries – Poland, the Netherlands, Greece and Spain within WP 1.3 of ISAFRUIT Project. In the current deliverables (D1.3.5 and D1.3.8), the authors first focused on the influence of personal characteristics of the respondents, the evaluation of general fruit product characteristics, product evaluations of specific novel fresh fruits and fruit products and demographics on consumers' acceptance of fruit innovations. Furthermore, they identified cross cultural consumer segments, who each value different product characteristics. Moreover, these consumer segments differ in demographics, their willingness to accept fruit innovations and their personal characteristics. Policy recommendations for future product development of fresh fruits and fruit products and communication strategies were formulated, based on the results of the consumer survey and the identified cross cultural consumer segments