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Consumer Acceptance and Market Potential of Iodine-Biofortified Fruit and Vegetables in Germany
(2021)
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.
This research project focused on the consumers' acceptance of a newly developed apple in order to encourage the purchase behavior in the supermarket. It was enriched with selenium via biofortification in order to address the undersupply with the trace element in the German population. The study included online surveys and a market test in food retail. The results were used as preparation for the design of a marketable apple product. In the online pretest, the most popular apple cultivars, the most popular health benefits of selenium, as well as the respondents' preferences for the name of the new apple: Selstar® were detected. These results were included in an online survey which encompassed n=1042 interviews from German households. The sample was recruited according to national representative distribution of age groups, gender, and regions. The results show that the majority of the respondents were not sure what exactly selenium is and what it is used or needed for. Therefore, the product package included information about the health benefits of selenium, for e.g. the immune system. The stepwise approach of the research and the implementation of the results helped the targeted navigation of the market launch of the Selstar®.
Iron deficiency is a global issue and can lead to a variety of clinical pictures. The biofor-tification of vegetables with iron could complement the existing portfolio of iron-rich products, thus improving iron supply in the long term. In order to determine whether the iron-biofortified vegetables could meet this demand and would address appropriate target groups, a quantitative online survey was conducted in Germany. Based on 1000 consumer responses, a cluster analysis was performed. The results showed a four-cluster solution. The first cluster was holistically engaged, the second was fitness-affine but health unconcerned, the third cluster consists frugal eaters with a focus on medical prevention, and the fourth cluster are hedonists. No cluster focused its consumption on iron-enriched products, but instead all developed an individual mix of the three product groups.
Die Herkunft von Lebensmitteln stellt für VerbraucherInnen ein wichtiges Produktmerkmal dar. Diese Tatsache macht sich der Lebensmitteleinzelhandel mit gezielten Vermarktungskonzepten in jüngerer Zeit zunehmend zunutze. In einigen Produktbereichen – insbesondere bei Tomaten - können mit der Angabe „deutsche Herkunft“ deutlich höhere Preise durchgesetzt werden. Die vorliegende Studie geht der Frage nach, ob für deutsche Gurken eine ähnlich hohe Mehrzahlungsbereitschaft besteht, die jedoch mangels Kennzeichnung am Markt nicht abgerufen wird. Vor diesem Hintergrund wurde mit 589 VerbraucherInnen ein Kaufexperiment durchgeführt. Es zeigt sich, dass rund 85% der VerbraucherInnen deutsche Gurken im Vergleich zu Gurken anderer Herkunft bevorzugen würden und das Herkunftszeichen einen positiven Effekt auf die Kaufentscheidung hat. Die gewonnenen Erkenntnisse liefern heimischen Erzeugerorganisationen somit relevante Informationen für die Ausgestaltung zukünftiger Vermarktungsstrategien.
Die Direktvermarktung von landwirtschaftlichen Erzeugnissen spielt in Niedersachsen eine bedeutende Rolle zur Einkommensaufwertung der landwirtschaftlichen Betriebe. Das Internet ist dabei mittlerweile ein entscheidendes Medium zur Kundenansprache. Diese Studie hat daher die Zielstellung, die Bildkommunikation der landwirtschaftlichen Direktvermarkter in Niedersachsen im Rahmen der klassischen Homepage zu untersuchen. Entsprechendes Bildmaterial der Erstansicht der Homepages von Direktvermarktungsbetrieben wurde dafür einer qualitativen und quantitativen Analyse unterzogen. 258 Homepages von niedersächsischen Direktvermarktern wurden in die Auswertung einbezogen. Die Auswertung zeigt: Mehr als jeder zweite niedersächsische Direktvermarkter stellt Gebäude auf der Erstansicht seiner Webseite dar. Es handelt sich hierbei überwiegend um historisch aussehende Gebäude. Weiterhin konnte ermittelt werden, dass neben Gebäuden auch Personen, Tiere, Obst, Gemüse, Pflanzen, Produkte sowie Landschaften auf den Erstansichten der Webseiten dargestellt werden.