Consumer Perceptions and Preferences for Utah Fresh and Packaged Fruit

Authors

Makaylie Langford
Kynda R. Curtis, Utah State UniversityFollow
Marcelo Pignatari

Document Type

Factsheet

Publisher

Utah State University Extension

Publication Date

7-15-2024

First Page

1

Last Page

8

Abstract

In this fact sheet, we discuss the results of a 2023 study examining Utah consumer perceptions and preferences for Utah fresh and packaged fruit products. Study data were collected online via a Qualtrics survey, and 384 Utah adults completed the survey. Utah consumer food behaviors and attitudes, including participation in food and agricultural tourism activities, are discussed. We analyze the most consumed fruits and the preferred purchasing options for various fruit types, such as packaged, frozen, canned, and fresh. Additionally, we explore the factors influencing consumers’ decisions when buying fruit and review the product information they rely on. Overall, the demographic and behavioral data in this fact sheet allows fruit producers to make informed decisions regarding product development, marketing strategies, distribution channels, and consumer engagement. By understanding consumer preferences and behaviors, fruit producers can competitively and effectively meet market demands.

Recommended Citation

Langford, M., Curtis, K., & Pignatari, M. (2024). Consumer perceptions and preferences for Utah fresh and packaged fruit [Fact sheet]. Utah State University Extension.