Consumer Attitudes and Preference Exploration towards Fresh-Cut Salads Using Best-Worst Scaling and Latent Class Analysis.

Stefano Massaglia,Valentina Maria Merlino,Francesco Sottile,Cristiana Peano,Aurora Bargetto,Danielle Borra

doi:10.3390/foods8110568

Stefano Massaglia, Valentina Maria Merlino + Show 4 more

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https://doi.org/10.3390/foods8110568

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Abstract

This research explored the preferences and buying habits of a sample of 620 consumers of fresh-cut, ready-to-eat salads. A best–worst scaling approach was used to measure the level of preference stated by individuals regarding 12 attributes for quality (intrinsic, extrinsic and credence) of fresh-cut salads. The experiment was carried out through direct interviews at several large-scale retail outlets in the Turin metropolitan area (north-west of Italy). Out of the total number of questioned consumers, 35% said they did not consume fresh-cut salads. On the contrary, the rest of the involved sample expressed the highest degree of preference towards the freshness/appearance attribute, followed by the expiration date and the brand. On the contrary, attributes such as price, organic certification and food safety did not emerge as discriminating factors in consumer choices. Additionally, five clusters of consumers were identified, whose preferences are related both to purchasing styles and socio-demographic variables. In conclusion, this research has highlighted the positive attitude of consumers towards quality products backed by a brand, providing ideas for companies to improve within this sector and implement strategies to answer the needs of a new segment of consumers, by determining market opportunities that aim to strengthen local brands.

Highlights

IntroductionAccording to the United Fresh Produce Association and the Food and Drug Administration [1], fresh-cut fruit and vegetable products are defined by being minimally processed (already washed, cut, mixed and packaged) and ready for consumption [2]
According to the United Fresh Produce Association and the Food and Drug Administration [1], fresh-cut fruit and vegetable products are defined by being minimally processed and ready for consumption [2]
Among the internal and sensory attributes evaluated by the consumer in the choice and at the consumption of fresh-cut salads, we found in the literature the freshness, appearance, variety, and seasonality were of greatest importance [12,13,14]

Summary

Introduction

According to the United Fresh Produce Association and the Food and Drug Administration [1], fresh-cut fruit and vegetable products are defined by being minimally processed (already washed, cut, mixed and packaged) and ready for consumption [2]. These products, fresh-cut salads in a bag (FCS), are a significant example of innovation and successful integration between agriculture and the food industry, focused on the satisfaction of the modern consumer and lifestyle [3,4,5]. The only Italian market for fresh cut and wrapped salads registered a +4% trend in large-scale distribution, with an increase in sales (+8.2%) for private labels especially, which hold a 60% market share [11]

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