Consumer behavior analysis for apples biofortified with selenium and the implications for conducting a market test in German food retailing
Ruth Kleine-Kalmer is a PhD candidate in the field of agricultural marketing under the supervision of Prof. Dr. Ulrich Enneking. In her cooperative PhD at the Osnabrück University of Applied Sciences and the University of Göttingen, she focuses on future challenges of food innovations taking into consideration global megatrends. Under the leadership of Prof. Dr. Diemo Daum, her research focused on consumer acceptance of a newly developed apple that was enriched with selenium via biofortification. The study included two quantitative online consumer surveys and a subsequent market sales test in three German supermarkets. The results were applied to design a marketable apple product, which was named Selstar. First, the most popular apple varieties, health benefits of selenium, and the respondent preferences for the name of the new apple were measured. Second, the results of a nationwide consumer survey indicated that a large share of the German respondents were unsure of what selenium was, and what its impact was on human health. Consumers stated their high preference for locally produced apples and plastic-free packaging. Consequently, the product package for this project was made solely of cardboard. The package was imprinted with information about the health benefits of selenium for the immune system and the product’s local origin of “Altes Land”. In the market sales test, all units of Selstar were sold and accounted for 5-6% of all apple sales during the test period.
Ruth Kleine-Kalmer won the ISHS Prof. Jens Wünsche Young Minds Award for the best oral presentation at the VIII International Symposium on Human Health Effects of Fruits and Vegetables (FAVHEALTH2021), which was held virtually in Germany in March 2021.
Ruth Kleine-Kalmer, Osnabrück University of Applied Sciences, Oldenburger Landstraße 62, 49090 Osnabrück, Germany, e-mail: email@example.com
The article is available in Chronica Horticulturae