Consumer motivations and behaviours for fruit and i i d b h i f - PowerPoint PPT Presentation

Consumer motivations and behaviours for fruit and i i d b h i f f i d fruit products in the Balkans Sie t Sijtse ma Ha rrië tte Snoe k Sie t Sijtse ma , Ha rrië tte Snoe k Ha na Ba ronija n, Cristina Mora , Isa be lla va n de n Be rg Pa r tne r s WBC June 2010 1

Conte nt • Obje c tive s • Approa c h Approa c h • Disc ussion of inte re sting , surprising a nd ma in re sults re sults 2

Obje c tive s T he ma in obje c tive s of this de live ra ble of F oc us Ba lka ns a re : T T o de te rmine fruit c onsumption in the diffe re nt c ountrie s a nd ide ntify the position o de te rmine fruit c onsumption in the diffe re nt c ountrie s a nd ide ntify the position of fruit in a we ll- ba la nc e d die t from Ba lka n c onsume rs pe rspe c tive ; T T o e xplor l e , a na lyze a nd unde rsta nd motiva tions re la te d to the purc ha se a nd l d d t d ti ti l t d t th h d c onsumption of fruit a nd proc e sse d fruit produc ts in diffe re nt situa tion a nd c onsumption mome nts; T o ide ntify role of a nd ba rrie rs to fr uit c onsumption a nd c onsume r c ha ra c te ristic s in r e la tion to nutr ition; And a t la st, to g ive input for the qua ntita tive sur ve y for e se e n in WP9. 3

Approa c h • Qua lita tive re se a rc h: Qua lita tive re se a rc h: • In de pth inte r In de pth inte r ie vie ws e xplore fruit c onsumption and s e plore fr it c ons mption and pe rc e ption (N=183) • F oc us g r oups – to de e pe n some inte r e sting insig hts (N = 96) 4

Content report 1. Introduc tion 2 M th d 2. Me thod 3. Re sults in de pth inte rvie ws fruit c onsumption, knowle dg e , pe rc e ption of fruit in we ll f it ti k l d ti f f it i ll ba la nc e d die t, ima g e of fruit e a te r, motive s a nd ba rrie rs, purc ha se home g rown purc ha se , home g rown, 4. Re sults foc us g roup disc ussion He a lth pe rc e ption we ll ba la nc e d die t out of home home He a lth pe rc e ption, we ll ba la nc e d die t, out of home , home g rown ope n ma rke t, na tiona l fruit 5 Disc ussion a nd c onc luding re ma rks 5. Disc ussion a nd c onc luding re ma rks 5

F ruit c onsumption • Consumption of WBC par tic ipants se e ms to be r athe r high (56% say the y e at two or more tha n two portions of fruit a da y) • • Home gr Home gr own fruit: 51% of par own fruit: 51% of par tic ipants says that 1/ 3 or 2/ 3 of the total fruit tic ipants says that 1/ 3 or 2/ 3 of the total fruit c onsumption is home g rown fruit • Consume r c onside r the mse lve s a s me dium c onsume r of fruit • Ma jority of pa rtic ipa nts think tha t the ir c onsumption should be inc re a se d • • T T he y e xpre ss tha t the re is a la c k of ha bit of e a ting fruit he y e xpre ss tha t the re is a la c k of ha bit of e a ting fruit • Big va rie ty in wha t pa rtic ipa nts sa y a re the re c omme nde d da ily ne e ds • A Apple se e ms the most fa vorite fruit l th t f it f it • Sample shows no diffe re nc e s for man and woman, a c c ording to foc us groups a nd lite ra ture we e xpe c te d a diffe r d lit t t d diff e nc e • Soc ia l de sira ble – se lf a dministe re d que stionna ire 6

We ll ba la nc e d die t – fruit - he a lth • F ruit suits pe rfe c tly in a we ll ba la nc e d die t • F r uit is pr e ve ntive for illne ss, it se e ms tha t the r e is a wa r e ne ss, a nd tha t fr uit c an pr e ve nt you fr om e ve r ything • F ruit ke e ps you vita l and g ive s good mood (a lso shown in ima g e of fr it k it l d i d d ( l h i i f f uit it c onsume r ) • E E spe c ia lly c hildre n should ge t use d to e a ting fruit, pa rtic ipants ha ve doubts i ll hild h ld t d t ti f it ti i t h d bt a bout tha t. • I Image of e a ting fruit, e u re gula te d life style is not e xpre sse d in WBC, but it f ti f it l t d lif t l i t d i WBC b t it se e ms tha t for WBC it is not tha t ha r d to pe r sona lize the mse lve s with a non fr uit e a te r. 7

Motive s E U a nd WBC Consume r E E U (2000) U (2000) WBC (183) WBC (183) Ha ving a g o o d ta ste 4.4 4.5 (2) Giving me e ne rg y 4.2 4.3 (4) Co nta ining no pe stic ide s C t i i ti id 4 2 4.2 4 6 (1) 4.6 (1) He lping to sa tisfy my hung e r 4.2 3.7 (6) Ma king me fe e l he a lthy 4.1 4.3 (5) Pre ve nts dise a se s/ illne ss 4.1 4.5 (3) Me a n o n a sc a le o f 1 5 Me a n o n a sc a le o f 1-5 8 European Consumer Segmentation for fruit, ISAFRUIT 2009, Reinders, M.J. , Onwezen, M, Sijtsema, S.J. And Zimmermann, K.L.

Motive s a nd ba rrie rs • Conta ining no ha r mful substa nc e s impor ta nt ba r r ie r a nd ta ste a nd he a lth se e m to be the most importa nt motive s for food food c hoic e • Conve nie nc e le ss impor tant, (c onve nie nt to buy, c onve nie nt to pre pa re , c onve nie nt to e a t) but in g r pre pa re c onve nie nt to e a t) but in g r oup disc ussion the issue of time oup disc ussion the issue of time c onstra int in e ve ryda y life is me ntione d • Issue of sa fe ty ve ry importa nt for food a nd fruit – r e la te d to buying , WBC ne e d tr ust in se lle r , the r e for e pr e fe r gr e e n ma rke t in ste a d of supe rma rke t • Appe a ra nc e se e ms of le ss importa nc e c ompa r Appe a ra nc e se e ms of le ss importa nc e c ompa r e d to e u e d to e u 9

Surprising , inte re sting , striking re sults • Na tiona l fruit: a pple , but the se c ond one diffe rs pe r c ountry • WBC re g ion is ve ry suita ble for g rowing fruit • E E a c h c ountry pre fe rs the ir own fruit for slove nia this se e ms the le a st re le va nt, a c h c ountry pre fe rs the ir own fruit for slove nia this se e ms the le a st re le va nt, • Some pa rtic ipa nts sa y it is not c ountry but qua lity wha t is more importa nt • N No habit of e a ting fr h bit f ti f uit out of home (no wate r a va ila ble ) but fe w partic ipants it t f h ( t il bl ) b t f ti i t sa y the y e a t fruit a t work a nd se e m to be more he a lth orie nte d • F ruit doe sn’t suit with soc ia lizing , 10

disc ussion • Dutc h g la sse s • WBC re fle c tion is ne e de d on this ric h da ta • Ple a se a dd / c omme nt / me ntion – Is it in line with e xpe rie nc e s – L ite r a tur e a bout c onsumption, knowle dg e e tc • Do you miss some thing ? Do you miss some thing ? 11

T T ha nks for a ll your e ffort! ha nks for a ll your e ffort! 12

Publications: Ac c e pte d fo r o ra l pre se nta tio n a t I nte rna tio na l Ho rtic ultura l c o nfe re nc e in L isb o a 2010: E E xplo ra tio n o f c o nsume rs’ he a lth a nd fruit pe rc e ptio n o f We st Ba lka n c o untrie s. l ti f ’ h lth d f it ti f W t B lk t i Sie t J. Sijtse ma , Ha na Ba ro nija n, K a rin L . Zimme rma nn, Milja n Cve tko vic , I g o r Spiro ski, Za klina Sto ja no vic , Na ta sha Re nko , Ma rija K lo pc ic , Sa nja Sc e pa no vic Aim 2 pa pe rs pub lishe d in inte rna tio na l pe e r re vie we d jo urna ls • Co nsumptio n o f fruit Co nsumptio n o f fruit • He a lth pe rc e ptio n sc he dule h d l 13

Output WP5 discussed in Split Co ding o f in de pth inte rvie ws wa s pla nne d, no t fe a sib le in tig ht time sc he dule As muc h c o untrie s pe r pa pe r ma ke s pa pe rs mo re inte re sting I f ne e de d e a c h pa rtic ipa ting c o untry ha s to do c o ding a nd re vie w, to b e de c ide d whic h pa rtic ipa nt ta ke s the le a d With ta king in re spe c t the c o de o f c o nduc t o f a utho rship the o ne s who re a lly wo rke d o n it will b e me ntio ne d a s a utho r 14

I nfo rm e a c h o the r a b o ut c o nfe re nc e s spe c ia l issue s 15