CONSUMER PERCEPTIONS AND PREFERENCES FOR KIWIFRUIT: A REVIEW

Over the past 10 years, there has been considerable interest in identifying new product opportunities for kiwifruit. Consumer research has contributed to this through the identification of attributes that promote and inhibit kiwifruit consumption. Research has considered consumers’ beliefs, attitudes and perceptions of fruit in general, and the impact of flavour, appearance and novelty on preferences and willingness to buy kiwifruit. Sensory panels have been used to establish flavour profiles for a wide range of genotypes, and consumer preference mapping to identify opportunities for new flavours. The studies illustrate that fruit breeding should target not only elite fruit that are significantly more liked than existing cultivars, but also special, unique fruit that create major new flavour niches. Barriers to consumption of kiwifruit often relate to convenience including how to judge when the fruit is ready to eat, and the need for utensils to cut and scoop out the flesh. Novelty can be an advantage or a disadvantage depending on the attitudes of consumers to eating new foods (i.e., whether or not they fear new foods or seek variety in their diet). In studies using experimental markets, consumers paid a significant amount of money to exchange green-fleshed ‘Hayward’ for a novel red-fleshed ‘Hongyang’ kiwifruit. Results from these studies are discussed in relation to the mega-trends of health, convenience and pleasure that are driving food innovation.