(154) Investigating Consumer Demand for Fresh Market Edamame in Metro-Philadelphia Supermarkets

Abstract

An in-store marketing study was conducted in Fall 2004 to determine consumer demand for fresh, inshell edamame [Glycinemax (L.) Merrill]. Each Wednesday from 1 Sept. to 6 Oct. 2004, thirty 12-ounce plastic clamshells were placed in the produce department of four supermarkets in metro-Philadelphia, Pa. Packaged edamame remained in the supermarkets for 1 week and was replaced with fresh product when the next weekly delivery was made. A sample recipe, a follow-up survey and an addressed, postage-paid reply envelope were attached to the bottom of each clamshell. The survey was used to determine consumer perceptions, interest in Pennsylvania-grown edamame and the criteria they consider when choosing new produce items sold at supermarkets for themselves and their families. Of the 480 clamshells that were delivered, 312 were purchased. The total number of clamshells purchased weekly ranged from 64 to 87, while the number of clamshells purchased weekly at individual stores ranged from 6 to 30. Thirty-three surveys were returned with all participants responding that they had heard of or were familiar with edamame prior to purchasing the container. Of those who responded, 78.8% had purchased edamame before. Based on the total number of packages sold, a potential demand for fresh, inshell edamame exists among consumers in metro-Philadelphia. Results from this study will be used to assist small-acreage growers interested in marketing specialty vegetable crops, such as edamame, to chain supermarkets. By understanding consumer interests, we are able to more effectively determine which type of packaging and promotional materials best attract the attention of potential buyers.