Consumer preferences for fresh blueberry attributes

The objective of this study was to find the most important attributes of fresh blueberries for US consumers and how consumer socio-demographic characteristics affected their preferences for fresh blueberry attributes. We conducted an online survey with a representative sample of US consumers. Our findings suggested that freshness, juiciness, sweetness followed by blueberry-like flavor, tartness and texture were the most important attributes for blueberry consumers. Some consumer demographic characteristics, such as age, gender, education and marital status also influenced their preferences for blueberry attributes.