Consumers Perceptions and Preference for Strawberries—A Case Study from Germany

Figures & data

FIGURE 1 Examples of some quality criteria set for strawberries in the present survey: (a) unripe/greenish white; (b) semi-ripe; (c) almost ripe (red and cone shaped); (d) ripe (dark red color); (c) malformed; (f) soiled; (g) insect damage; (h) cuts; (i) moldy with squashy spots; and (j) presence of foreign matter.

(Note: All of the pictures provided are original and taken at the farm level in Germany.)

TABLE 1 Demographic Data of Consumers Who Participated in the Present Survey

Details of consumers	Total number (%)
Gender
Male	80 (25.16)
Female	227 (71.38)
Undisclosed	11 (3.46)
Age group
18–25	26 (8.18)
26–40	152 (47.80)
41–65	2 (0.63)
66 and more	0 (0.00)
Origin/Part in Germany
North	17 (5.35)
West	165 (51.9)
South	49 (15.4)
East	27 (8.5)
Middle	48 (15.9)
Undisclosed	12 (3.8)
Employment
Employed	230 (72.33)
Self-employed	28 (8.81)
Unemployed	4 (1.26)
Pensioner	3 (0.94)
Student	33 (10.38)
Housewife/Househusband	4 (1.26)
No response	6 (1.89)
Undisclosed	10 (3.14)
Financial situation
Too less to afford	5 (1.57)
Just enough to manage	39 (12.26)
Sufficient	114 (35.85)
More than sufficient	129 (40.57)
I don’t have to limit myself in the least	12 (3.77)
No response	9 (2.83)
Size of household
1 person	69 (21.70)
2 persons	124 (38.99)
3 persons	54 (16.98)
4 persons	49 (15.41)
5 persons or more	13 (4.09)
Undisclosed	9 (2.83)

TABLE 2 Buying Behavior of Consumers for Strawberries in Germany

Questions	Total number (%)
Level of liking for strawberries
Like	247 (77.67)
Moderate	63 (19.81)
Unlike	0 (0.00)
Undisclosed	8 (2.52)
Source of supply for strawberries (multiple answers allowed)
Purchase in supermarket, local fruit market, etc.	306 (96.23)
Grow in own garden	59 (18.55)
Don’t eat strawberries	0 (0.00)
Frequency of consumption in spring/summer
Daily	9 (2.83)
Several times a week	112 (35.22)
Once a week	145 (45.60)
Once a month	38 (11.95)
Once a season	6 (1.89)
Never	0 (0.00)
Undisclosed	8 (2.52)
Frequency of consumption in fall/winter
Daily	0 (0.00)
Several times a week	0 (0.00)
Once a week	1 (0.31)
Once a month	20 (6.29)
Once a season	76 (23.90)
Never	211 (66.35)
Undisclosed	10 (3.14)
Preferred period to buy strawberries (multiple answers allowed)
Throughout the year	10 (3.14)
In spring/summer	296 (93.08)
In autumn/winter	6 (1.89)
Christmas eve	2 (0.63)
Never	2 (0.63)
Preferred place of purchase (multiple answers allowed)
Supermarket	157 (49.37)
Discount store	76 (23.90)
Local market	121 (38.05)
Vegetable and fruits shop	110 (34.59)
Street vending booth	175 (55.03)
Directly from farms	83 (26.10)
Accepted price in spring/summer
<1 €/500 g	6 (1.9)
1–2 €/500 g	100 (31.5)
>2–3 €/500 g	155 (48.7)
>3 €/500 g	20 (6.3)
Never buy during this time	1 (0.3)
The price is not important to me	29 (9.1)
Undisclosed	7 (2.2)
Accepted price in fall/winter
<2 €/500 g	8 (2.52)
2–3 €/500 g	23 (7.23)
>3–4 €/500 g	8 (2.52)
>4 €/500 g	3 (0.94)
Never buy during this time	260 (81.8)
The price is not important to me	6 (1.89)
Undisclosed	10 (3.14)
Check for packaging date
Regularly	96
Rarely	96
Never	114
Undisclosed	12

TABLE 3 Consumers’ Response on Physical Quality Attributes of Strawberries

Questions	Total number (%)
Will you accept physically injured strawberries during purchasing (multiple answers allowed)
With signs of shrivel or dehydration	13 (4.09)
Cuts	100 (31.45)
Frost damage	85 (26.73)
Insect damage	53 (16.67)
Squashy spots	99 (31.13)
No injuries accepted	138 (43.40)
Acceptance of mold while purchasing strawberries
I never buy strawberries if mold is visible	292 (91.82)
I would buy them if only a few strawberries in a container are affected	17 (5.35)
I never pay attention to mold while purchasing strawberries	2 (0.63)
Undisclosed	7 (2.20)
Preferred level of ripeness/color
Unripe (greenish-white)	0 (0.00)
Semi-ripe (mixed color of green and pink)	0 (0.00)
Almost ripe (pink to bright red)	2 (0.63)
Ripe (red)	302 (94.97)
No preference	5 (1.57)
Undisclosed	9 (2.83)
Preferred level of hardness/texture
Smooth	14 (4.40)
Moderate	212 (66.67)
Hard/firmer	70 (22.01)
No preference	12 (3.77)
Undisclosed	10 (3.14)
Preferred size
Small	11 (3.46)
Medium	199 (62.58)
Big	36 (11.32)
No preference	64 (20.13)
Undisclosed	8 (2.52)
Preferred shapes (multiple answers allowed)
Malformed	218 (68.55)
Oblate	235 (73.90)
Globose	243 (76.42)
Cone	300 (94.34)
Wedged	259 (81.45)
Accept impurities (multiple answers allowed)
Dusty	172 (54.09)
Soiled	171 (53.77)
Unwanted foreign bodies such straw or plastic pieces	230 (72.33)
No impurities/clean and shiny surface	51 (16.04)

TABLE 4 Consumers’ Response on Preferred Sensory and Nutritional Qualities in Strawberries

Importance of uniformity in size (based on Likert scale)
1 (not important)	144 (45.28)
2	102 (32.08)
3 (moderate)	51 (16.04)
4 (important)	8 (2.52)
5 (very important)	2 (0.63)
Undisclosed	11 (3.46)
Importance of uniformity in shape (based on Likert scale)
1 (not important)	111 (34.91)
2	85 (26.73)
3	60 (18.87)
4	42 (13.21)
5 (very important)	10 (3.14)
Undisclosed	10 (3.14)
Importance of uniformity in color (based on Likert scale)
1 (not important)	37 (11.64)
2	25 (7.86)
3	66 (20.75)
4	138 (43.40)
5 (very important)	41 (12.89)
Undisclosed	11 (3.46)
Importance of high content in vitamin C (based on Likert scale)
1 (not important)	14 (4.40)
2	22 (6.92)
3	52 (16.35)
4	89 (27.99)
5 (very important)	131 (41.19)
Undisclosed	10 (3.14)
Preferred level of sweetness
Sweet	209 (65.72)
Moderate mixture of sweet and sour	100 (31.45)
Sour	1 (0.31)
Undisclosed	8 (2.52)
Preferred aroma
Fruity or intense	293 (92.14)
Mild	17 (5.35)
Not fruity	0 (0.00)
Undisclosed	8 (2.52)
Preferred level of juiciness
Very juicy	120 (37.74)
Moderately juicy	186 (58.49)
Non-juicy	3 (0.94)
Undisclosed	9 (2.83)

TABLE 5 Strawberry Consuming Patterns and Preference for Farming and Origin

Questions	Total number (%)
Preferred time of consumption after purchase
Immediately after purchase (0 days)	180 (56.60)
After 1–2 days	117 (36.79)
After 3 or more days	11 (3.46)
Undisclosed	10 (3.14)
Way of eating strawberries at home
Washed	299 (94.03)
Unwashed	7 (2.20)
Undisclosed	12 (3.77)
Refrigerated	111 (34.91)
Not refrigerated	147 (46.23)
Undisclosed	60 (18.87)
Preparation of strawberries at home (multiple answers were allowed)
Plain	177 (55.66)
Added with sugar	144 (45.28)
Bakery items, such as cake	121 (38.05)
Jam	77 (24.21)
Others	63 (19.81)
Other ways of preparation of strawberries at home
With dairy products (milk, buttermilk, cream, curd cheese, yogurt)	32 (10.06)
Milkshake	4 (1.26)
Punch/cocktail	6 (1.89)
Liqueur	1 (0.31)
Marinated	1 (0.31)
Ice cream	4 (1.26)
Frozen	4 (1.26)
Fruit salad	4 (1.26)
Mashed/smoothie	5 (1.57)
Muesli	2 (0.63)
Preferred kind of farming
Conventional farming (chemicals/artificial fertilizers)	67 (21.07)
Organic farming	111 (34.91)
No preference	132 (41.51)
Undisclosed	8 (2.52)
Preferred origin of strawberries
Wild	4 (1.26)
Grown in own garden	46 (14.47)
Locally grown	139 (43.71)
Grown in Germany	91 (28.62)
Imported from other countries	3 (0.94)
No preference	28 (8.81)
Undisclosed	7 (2.20)