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Consumer Acceptance and Market Potential of Iodine-Biofortified Fruit and Vegetables in Germany

  • Biofortification of food crops with iodine is a novel approach to preventing iodine deficiency in humans. The present study analyses the consumer target groups and the market potential of iodine-biofortified fruit and vegetables in Germany. For this purpose, an online survey of 1016 German fruit and vegetable consumers was conducted to investigate the acceptance of different product categories as well as relevant criteria for the market launch. The results show that io-dine-biofortified fruit and vegetables are particularly attractive to consumers who purchase at farmers’ markets, organic food shops, and farm stores. Out of this group, 39% of consumers rate such iodine-rich foods as very appealing. They attach importance to food that naturally contains iodine and prefer produce from integrated domestic cultivation. With their focus on sustainability and naturalness, this group of consumers clearly differs from typical users of dietary supplements, who are primarily concerned with health benefits. However, overall about 85% of respondents would prefer biofortified fruits and vegetables to supplements to improve their iodine supply. The greatest market potential for iodine-biofortified fruit and vegetables is to be expected in super-markets, as this is the preferred food shopping location for most consumers. A total of 28% of those who buy here rate the biofortified foods presented as very appealing. Nevertheless, a successful market launch requires that the benefits of the new products are communicated according to the potential consumer group needs.

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Metadaten
Author:Ann-Kristin Welk, Ruth Kleine-Kalmer, Diemo DaumORCiD, Ulrich Enneking
Title (English):Consumer Acceptance and Market Potential of Iodine-Biofortified Fruit and Vegetables in Germany
URN:urn:nbn:de:bsz:959-opus-27110
URL:https://www.mdpi.com/2072-6643/13/12/4198
DOI:https://doi.org/10.3390/nu13124198
ISSN:2072-6643
Document Type:Article
Language:English
Year of Completion:2021
Release Date:2021/11/30
GND Keyword:dietary supplements; functional fresh food; iodine biofortification; mineral micronutrients; target groups
Issue:13
Page Number:32
Faculties:Präsidium Hochschule Osnabrück
DDC classes:100 Philosophie und Psychologie / 150 Psychologie
500 Naturwissenschaften und Mathematik / 580 Pflanzen (Botanik)
Review Status:Veröffentlichte Fassung/Verlagsversion
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International