Consumer Research: What makes a perfect apple?

Being a company that’s led by an apple grower, we know what it takes to grow great fruit. There are many things to love about apples, but which qualities are the most significant to consumers? We asked 1,000 self-identified apple eaters to rate the importance they place on some of the key apple characteristics to see if they matched the qualities offered by Arctic® apples (spoiler: they do!).

What do consumers want from their apples more than anything else? Flavor of course! There are tons of varieties out there, each with their own unique flavor profile. If you’re an avid apple eater, you know that the taste of your favorite variety can vary quite a bit. One of the main reasons for this is the attribute consumers rated a close second behind flavor: freshness! Most Desired Apple Traits - Graph

Around 95% of consumers rated freshness to be extremely (80%) or somewhat (15%) important to them, and this quality goes hand in hand with flavor (82% extremely, 13% somewhat). Nobody wants a soft, mushy apple; when an apple is firm and crisp, though, consumers get that ideal taste and freshness they’re after!

This brings us to the next attribute, “Overall look”. Just as nobody wants to bite into a mushy apple, no one wants to pick an apple that looks bruised or discolored. In fact, we chose the name Arctic® because “like the snow-driven landscape for which they are named, the flesh of Arctic® apples remains pristine and unspoiled.”

Nutritional content was next on the list – and if you’re choosing apples in the first place, good for you because they’re one of the healthiest foods out there!  And, we are happy to share that the healthful antioxidants and polyphenols that are burned up in the browning reaction will be better retained with all Arctic® varieties, even after they are bruised, bitten or cut.

Finally, versatility was important to the majority of respondents and Arctic® apples will be perfect for more uses than ever. By allowing cooks and parents to pre-slice and dice apples without worry, apples in the lunch bag, in salads, prepped for recipes, and on fruit & veggie platters and much more, all become easy, healthy and tasty options!

Our goal of getting more people eating more apples looks to be closer than ever. Arctic® apples improve all the things you have told us you like best about apples!

About Joel Brooks

Growing up in the Okanagan, Joel had the opportunity to experience apple growing first hand, a background that lead him to his role as Product & Special Projects Manager. Joel feels privileged to work with such great people towards a goal that’s so easy to get behind – helping people to eat more apples.

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