Consumer Information Needs and Sensory Label Design for Fresh Fruit Packaging. An Exploratory Study in Spain
Date
2021Cita bibliográfica
Fernández-Serrano, P.; Tarancón, P.; Besada, C. (2021). Consumer Information Needs and Sensory Label Design for Fresh Fruit Packaging. An Exploratory Study in Spain. Foods, 10, 72.Abstract
In recent decades, packaged fruit has gained market ground over loose fruit, and fruit containers
have become a source of information for consumers. This study approaches three objectives
related to consumer information needs for decision making when purchasing fruit: (1) Determine if
consumers’ choice of packaged fruit rather than loose fruit is motivated by their interest in the information
provided on packaging; (2) identify information gaps on fruit packaging labels; (3) identify
those sensory attributes that consumers consider to be of major interest to be included in sensory
labels of different fruit types. The study was based on an online questionnaire answered by 394 fruit
consumers. Ninety percent of the participants stated having an interest in receiving information
when purchasing fruit, but their choice between packaged or loose fruit was not conditioned by their
information needs. Moreover, a gap between information interest and information use was detected
as their final purchase decisions were not always based on the provided information. ‘Harvest date’,
‘production method’, ‘percentage of the price received by the farmer’, ‘applied treatments’, ‘sensory
characteristics’, and ‘environmental information’ were identified as the major information gaps,
as these labels were unavailable for a high percentage of consumers, who stated their interest in
them. According to consumers, sensory labels should include information about ‘sweetness’ and
‘flavor intensity’ irrespectively of fruit type. ‘Sourness’ and ‘juiciness’ attributes were particularly
interesting for citrus, as ‘sourness’ and ‘firmness’ were for kiwi. Information about texture properties
was required for pome and stone fruit. Other attributes, such as easiness to peel, were important
only for citrus fruit.