Raleigh, NC- A recent study has examined U.S. consumers' preferences and willingness to pay for different attributes of fresh-market grapes, providing insights for growers, retailers, and the fresh produce industry.
The research evaluated how factors such as grape size, sweetness, seedlessness, color, and production methods influence purchasing decisions. Findings reveal that certain attributes significantly impact consumer buying behavior, offering guidance on which traits could be emphasized to meet market demand and potentially increase sales.
Understanding consumer preferences helps the grape industry optimize production, marketing, and pricing strategies to better align with shopper expectations. The study underscores the importance of quality, taste, and convenience in shaping purchase decisions in the competitive fresh produce market.
These insights contribute to more informed decision-making across the supply chain, from vineyard management to retail presentation, ensuring that fresh-market grapes meet the evolving expectations of American consumers.It also contributes to the broader effort to understand consumer behavior in fresh produce markets and supports strategies to enhance value, quality, and satisfaction in fresh-market fruit offerings.
According to Dr. Knuth, "This paper is one of few that looks at consumer purchasing preferences for different species of grapes together. Some of the results were as expected while others were not and drove the direction of our future work in the Vitis x Muscadinia grant."
According to Dr. Threlfall, "This consumer survey was part of a federally funded planning grant that eventually led to our $7.1M USDA Specialty Crop Research Initiative project "Through the Grapevine: Developing Vitis x Muscadinia Wide Hybrids for Enhanced Disease Resistance and Quality" with research and extension efforts of 32 scientists from 12 institutions integrated through collaborations with industry partners and stakeholders."
Melinda Knuth is Associate Professor in the Horticulture Department at North Carolina State University. She specializes in innovative management and marketing strategies to investigate consumer attitudes and behaviors for horticulture crops - both edible and ornamental. Dr. Knuth has conducted studies and published results on the benefits of plants (mentally and emotionally, physically, and socially), consumer preferences of miniature houseplants, preference for water conservation in the residential landscape, and purchasing intent of floral arrangements.
Renee Threllfall is Associate Professor of Food Science at the University of Arkansas.Her research focuses on the microbial communities associated with agricultural products, particularly grapes and blackberries, and their impact on quality and production. She has investigated the influence of environmental factors such as year, location, and grape variety on the fungal microbiota of Arkansas-grown table and wine grapes, as well as the soil and leaf-associated fungi. Her work also extends to understanding the dynamics of fungal diversity during wine fermentation, examining the effects of sulfite levels and yeast inoculations.
The full article can be found on the ASHS HortScience electronic journal website at: https://doi.org/10.21273/HORTSCI18810-25
Established in 1903, the American Society for Horticultural Science is recognized around the world as one of the most respected and influential professional societies for horticultural scientists. ASHS is committed to promoting and encouraging national and international interest in scientific research and education in all branches of horticulture.
Comprised of thousands of members worldwide, ASHS represents a broad cross-section of the horticultural community - scientists, educators, students, landscape and turf managers, government, extension agents and industry professionals. ASHS members focus on practices and problems in horticulture: breeding, propagation, production and management, harvesting, handling and storage, processing, marketing and use of horticultural plants and products. To learn more, visit ashs.org.
