Summary
This pre-launch market study by Kleine-Kalmer et al. (2021), published in Nutrients, investigates consumer acceptance and purchasing behaviour for selenium- and iodine-biofortified apples prior to any commercial introduction. Using a discrete choice analysis, the authors model how different market configurations — including price, labelling, and health claims — influence consumer demand. The findings offer empirical guidance on the commercial viability of micronutrient biofortification strategies in fresh fruit markets.
UK applicability
Although the study is likely conducted in a German consumer context, the findings are broadly applicable to the UK, where selenium and iodine deficiencies are recognised public health concerns and where biofortification of horticultural produce represents an underexplored policy and market opportunity.
Key measures
Willingness to pay (WTP); choice probabilities; utility coefficients for biofortification attributes; market share simulation
Outcomes reported
The study measured consumer willingness to purchase biofortified apples enriched with selenium and iodine under various hypothetical market settings, estimating price sensitivity and preference for biofortification attributes using a discrete choice experiment.
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