FRUIT CONSUMPTION

Several studies were carried out during 1973 and 1974 by COFREMCA at the request of the CTIFL:

• Estimation of consumption frequency and of opinions on fruit quality (an extensive enquiry among 1,600 persons).
• Observation of purchasers followed by interviews in their homes (220 persons).
• Interviews "in depth" on fruit quality and processing.
• Interviews with children on the position and the attraction of fruit.
• An enquiry among 300 housewives in urban communities (a sample representing about 40% of French fruit consuming households).

Leaving aside the information supplied by the study on choice of purchasing place, on the different methods of pre-packing, and on the position of fruit in the child's dessert, the principal conclusions were as follows

Fruit has a positive image and consumption levels in France are high (more than 80% of households consume fruit every day).

However a certain amount of fears and dissatisfactions exist among the public on the subject of home-produced fruit which might lead to a change in over-all consumption - the concept of pleasure remains an important part of consumer motivation. The reasons given are based mainly on the interference in natural processes (interruption of ripening, processing, etc.). This dissatisfaction applies mainly to Golden apples, peaches and apricots.

Nevertheless most of these fears and dissatisfactions are not reflecting into purchasing behaviour.

It has to be decided what share of negative motivation is caused by insufficient knowledge of the products, or by certain myths, and what share is founded on fact. Experts and trade circles, working closely together, have to undertake research for solutions; in order to meet consumer requirements as far as possible.

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