A new study explores consumer preferences for traditional and novel pear cultivars, shedding light on how sensory attributes influence purchasing decisions and willingness to pay. This research provides valuable insights for pear producers and marketers seeking to align product offerings with consumer tastes.
The study combined sensory evaluations with willingness-to-pay (WTP) elicitation to examine how attributes such as flavor, texture, and appearance affect consumer choices. Findings indicate that while traditional cultivars remain popular for their familiarity, novel cultivars with unique characteristics can capture market interest when they meet or exceed sensory expectations.
Consumers demonstrated a willingness to pay a premium for pears that delivered superior eating experiences, highlighting the importance of investing in high-quality fruit development and marketing. This suggests opportunities for producers to diversify their offerings by introducing innovative cultivars that cater to evolving consumer preferences while maintaining the appeal of classic favorites.
Investigating consumer reactions to new fresh-fruit cultivars, such as pears, is crucial for ensuring commercial success and justifying investments. The U.S. pear industry aims to boost per-capita consumption by offering cultivars with desirable sensory qualities that consumers are willing to pay premiums for. This study used sensory taste tests and contingent valuation (CV) to evaluate preferences and willingness to pay (WTP) for early- and late-season pear cultivars.
Sensory attributes (taste and texture) are the primary drivers of WTP for both early- and late-season pears. For early-season pears, higher scores for flavor, firmness, and juiciness increased WTP. For late-season pears, all quality attributes, including appearance and sweetness, influenced WTP. Social media use for pear-related information was consistently associated with higher WTP across both groups. These insights highlight the importance of targeting sensory quality and leveraging social media to enhance consumer engagement and willingness to pay for pears.
The results provide actionable guidance for the pear industry, helping stakeholders optimize product development, branding, and pricing strategies to meet consumer demands and enhance market competitiveness.
According to the author, "CAHNRS (College of Agricultural, Human, and Natural Resource Sciences) promotes innovative research that addresses complex local and global agricultural, human, and natural resource issues. We commit to cultivating diverse, equitable, inclusive, and safe environments that foster transformative student experiences, authentic community engagement, and respectful knowledge exchange."
Dr. Gallardo is a professor and extension specialist in the school of Economic Sciences, Puyallup Research and Extension Center at Washington State University. Her primary research and outreach program goal is to enhance value-added agribusiness opportunities for specialty crops in the state of Washington. As such, her areas of research are focused on consumer demand analysis and economics of technological change. More specifically, Gallardo is conducting research assessing consumers' preferences for fresh fruit quality, and understanding the profitability and various other factors affecting growers' adoption of new technologies, such as new cultivars, improved pest management systems, and labor enhancing mechanisms.
The full story can be found on the ASHS HortScience electronic journal website at:
https://doi.org/10.21273/HORTSCI17317-23
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.
