S19 - Session O5 - Consumer awareness, buying behaviour and use of fresh berries in different countries

Authors: Eike Kaim *

In the recent past, there have been and still are several horticultural projects in order to stimulate the improvement of sustainability of berry production, quality and nutritional value in a changing environment. In terms of the whole supply chain, the consumer's perspective needs to be taken into consideration as well. In order to stimulate the demand of fresh berries among the consumers, it is crucial to know, what consumer's preferences are in matters pertaining fresh berries. With respect to production, there is statistical data available about fresh berries like e.g. strawberries, raspberries, blueberries, blackberries and currants. These data show a dynamic development of fresh berry production in different European countries. With respect to consumption, there are less data available and an information gap about consumer's preferences became obvious. This aim of this study is to contribute to the consumer's perspective. The objective of this research is consumer's awareness, their buying behavior and consumption habits of fresh berries in different countries. Assuming that consumer's preferences might show sex and age differences as well as regional distinctions, this study performed as a cross-national study. Countries involved are Finland, Germany, Italy, Poland and the United Kingdom. The sample size in each country is limited to 500 participants. In order not to distort the sample because of foreign language competences, the questionnaire was designed in the native language of each country. The survey was carried out online. The paper will present the results of this cross-national study about consumer's preferences like associations towards fresh berries ("mind set"), awareness of fresh berries, buying behavior and use and consumption habits in different countries.