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Expectations and preferences of apricot consumers

Quality, to be taken into account from field to fork
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Within the framework of the MicMac project, approximately 300 consumers expressed their level of satisfaction after tasting a range of fresh apricots over three seasons. The ideal apricot must have a combination of a high sugar content, aroma and juicy texture. Analysis of consumer profiles has also led to the identification of two distinct consumer typologies: those satisfied with the current offer and the demanding consumers who are expecting high-quality apricots.

Published 01/03/2022

Estimated reading time: 6 minutes

Objective of the MICMAC project

A wide range of commercial apricot batches, representative of those on the market (variety, season, production basin) was characterized in the MicMac¹ project. The apricots were classified into four groups of different taste quality: firm and acidic; juicy; sweet and aromatic; or mealy (Cottet et al., 2020). This article presents the second part of the work carried out in this project and concerns the analysis of consumer preferences. This work has specifically resulted in defining the level of appreciation of the range of apricots, as well as the parameters that determine consumer expectations or rejection (see box below). In addition, consumer segments with specific expectations were identified, as well as consumer perceptions in terms of maturity and color, and choice criteria when purchasing.

Maturity at harvest is a major factor in the development of quality

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