Shopper’s feedback: Apple browning is a major issue

Today, we’re kicking off a five-part series highlighting results from our latest consumer research. We commissioned a series of mall intercept surveys in four U.S. cities where shoppers were asked to answer a few questions about Arctic® apples. They were also presented with a plate of sliced Arctic® fruits beside conventional apples so they could see and taste the difference for themselves.

Apple Browning an Issue - MI Graph

First, consumers rated how big of an issue the browning of apples was to them on a scale of 1 (not a big issue) to 5 (a major issue). The majority, 55%, rated browning as either a 4 or 5, demonstrating that apple browning is indeed a concern for most consumers.

These results came as no surprise based on our past research, as our new data is consistent with previous studies. Plus, it’s not just consumers that have issues with apple browning; our industry research found the vast majority of leading apple growers, packers and processors see huge potential for nonbrowning apples, particularly in the foodservice and freshcut markets.

Nonbrowning Apple Awareness - MI GraphAnother constant in our findings is consumers’ lack of awareness of nonbrowning apples’ availability. When asked “is there a nonbrowning apple available for the consumer?” just 8% said they believe one exists.

So, we have lots of work to do to educate consumers about Arctic® apple availability….and we have time to do this, as it will be a few years yet before commercial apple volumes are available in retail outlets. And, remember, while there are some varieties that take a little longer to brown, or brown a bit less overall, only Arctic® apples are truly nonbrowning!

With the majority of consumers seeing browning as such a significant issue, you can see why we’re confident Arctic® apples will be a big hit. We have much more to share, so check back soon for more encouraging results from our mall intercept research!

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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