GEN Shutterstock_two red shiny delicious apples hanging from a tree branch in an apple orchard

AgroFresh Solutions, a global leader in produce freshness solutions, has launched a consumer research series called AgroFresh Consumer Intelligence toidentify key factors defining purchase decision-making criteria for consumers.

The first study, commissioned by AgroFresh and conducted by an independent research organisation, sheds light on the purchasing behaviours, preferences and habits of US apple consumers.

“Our business is rooted in bringing technical expertise and science-backed solutions to our fresh produce customers around the world,” said AgroFresh CEO, Jordi Ferre. “With our new AgroFresh Consumer Intelligence series, we intend to add valuable consumer perspectives to assist our customers to make better consumer-oriented decisions. This apple study is part of a planned consumer research pipeline that will expand to other key fresh fruit categories.”

Among the study’s key findings, 86 per cent of US apple consumers report satisfaction with the apples they buy, and nine out of ten apple consumers agree that apple longevity is a key factor in their purchase satisfaction.

Additionally, while apples are enjoyed across age groups, Gen Z and Millennial consumers are the most frequent apple purchasers.

“AgroFresh’s new apple research adds end-user consumer insights to our extensive and growing database of technical knowledge to benefit our customers,” said Harvey Chimoff, global marketing director at AgroFresh. “Although we work with companies across the supply chain to preserve freshness, freshness is defined by the consumer. That’s why we’re excited to bring consumer perspectives to the fresh produce industry.”

Other findings from the AgroFresh Consumer Intelligence apple study were that taste is the number one reason consumers prefer a specific variety of apple (75 per cent) and apple 'texture' is the number one cited feature benefit.

More than 100 apple varieties are grown commercially in the US yet the study found that only three can be identified on an unaided basis by at least 30 per cent of consumers - Granny Smith, Red Delicious and Gala.

The study also found that the top two reasons consumers buy apples instead of other fruit are health and nutrition related: “better for a snack” and “higher in fibre”.