Perceptions of the health and convenience characteristics of fresh and dried fruits

Dried fruits consumption has not received much research attention, although these foods are associated with potential health benefits. Therefore, the aim of this study was to compare fresh fruits and dried fruits on measures of health, convenience and consumer feelings.An on-line questionnaire that measured consumers' perceptions of the health benefits and convenience characteristics and their feelings about the consumption of both fresh fruits (apples and plums) and dried fruits (e.g., raisins, dates, and apricots) was completed by 693 respondents (Polish, French, and Dutch).Generally, fresh fruits were perceived to be healthier and less convenient than dried fruits. Consumers also reported more positive feelings about the consumption of fresh fruits compared to dried fruits. The more that the respondents were willing to sacrifice for their health, the more positively they rated the health aspects of both fresh and dried fruits, as well as several perceptions of convenience of both fresh and dried fruits. Health preoccupation was unrelated to most of the convenience perceptions and was associated with lower scores on several perceptions of healthiness. Recommendations for the consumer-oriented development of dried fruits are also provided.

► Fresh fruits were perceived to be healthier and less convenient than dried fruits.
► Consumers reported more positive feelings about fresh fruit than dried fruit.
► High health sacrifice consumers judge health and convenience aspects more positive.