European consumers' preferences for fresh fruit and vegetables – A cross-country analysis

Although fresh fruit and vegetables are essential for a balanced diet, their per capita consumption in Europe is below the recommended minimum intake. This study investigates 14 product attributes of fresh fruit and vegetables in a European cross-country analysis. Based on an online survey conducted in France, Germany, Hungary, Italy, and Norway (n = 3093), an object-case Best-Worst Scaling approach was applied. Results revealed both international and country-specific preference characteristics. Best-Worse scores revealed that freshness and taste scored highest in all five countries, while knowledge of the producer was considered the least important attribute. The study also derived three consumer segments by applying cluster analysis, with each segment assessed according to socio-demographic profiles. The novelty of the study is to offer a cross-country analysis of fresh fruit and vegetable consumption patterns in multiple European countries based on the Best-Worst Scaling approach and international segmentation. Managerial implications are proposed.