Role of product characteristics for the adoption of fruit and fruit product innovations

The aim of this study was the identification of those product characteristics that are important for the adoption of fruit and fruit product innovations by consumers. Sixteen focus group discussions were held in four European countries (Greece, The Netherlands, Poland, and Spain). Different aspects of six innovative fruit products were discussed, revealing those characteristics that were important for the adoption of each of them. It was observed that the participants did not perceive fruit innovations as a homogenous group, but assigned them to different groups, which led to a number of categories of fruit innovation. Three categories concerned the level of preparation of fruit. These were fresh, prepared, and processed fruit product innovations. Another two categories, radical and evolutionary innovations, related to the level of novelty of the fruit innovation. Characteristics important for the adoption of each of these categories are given.The results will be used for further, more quantitative, research