This study investigates the preferences for ready-to-eat pomegranate arils in Italy through a discrete choice experiment (DCE) on 264 young consumers in Italy. The aim is to estimate consumers’ willingness to pay (WTP) for the reputational attributes of the product (e.g., the product origin and sales channel) and to discriminate the elicited preferences between tasting and non-tasting situations. To this purpose, a random parameter logit model was employed to assess the heterogeneity in consumer preferences. The results suggest that non-tasters attach a relevant value to the reputational attributes (e.g., +75% WTP for Italian origin). Moreover, considering the sensory features of the products, we found that consumers in this group discriminate against the proposed samples only through their visual characteristics: they prefer the sample with the largest size and red colored arils. In addition, we found that the tasting experience reduced the value attached to the reputational attributes (e.g., −50% WTP for local origin) for consumers, compared to non-tasting situation, thus shifting their preference to the samples that they appreciated the most (high liking). Specifically, we found that consumers in the tasting group preferred the product sample with the highest level of sweetness and the lowest level of sourness and astringency, showing a higher preference for sweetness. The findings contribute to the literature on consumers’ behavior on new food products (NFPs), showing that reputational attributes lose value after the tasting experience. In contrast, the sensory features of the NFPs can help tasters to reduce the information asymmetry, which traditionally represents a hurdle in purchases for new consumers. However, this depends on the individuals’ subjective preferences, as demonstrated by the significant effect of liking levels in discriminating consumers’ choices. To conclude, although these results cannot be extended to the general population, they may give some interesting insights about future trends of NFP demand.

Despite the growing worldwide interest on pomegranate due to its health benefits, little is known about the varieties produced and consumed in Italy. In this context, the aim of our study was to evaluate the factors affecting preferences of Italian consumers towards pomegranate arils of different varieties and cultivation sites. Three samples of pomegranate arils were analysed. Two retrieved from the local (Veneto) agricultural market: one of Turkish origin and one of Sicilian (Italy) origin. The third was retrieved from local producers in Veneto. Selected varieties were ‘Wonderful’ for Italian samples and ‘Hicaz’ for Turkish. Samples have been characterized by panel tests and physicochemical analyses. Consumers' preferences were assessed by submitting a questionnaire to 203 college students. Results showed that samples were significantly different in sensory and physicochemical characteristics among varieties and the cultivation sites. Significant differences also emerged on consumers preferences. Wonderful from Sicily was the most preferred sample: highest overall liking (6.65) due to a higher appreciation of sweetness (6.47), juiciness (6.18) and size of the arils (6.57); Wonderful from Veneto was the least appreciated (5.48). Despite this, Wonderful from Veneto showed the highest content of polyphenols. Sensory evaluation of pomegranates arils of different varieties and cultivation sites can effectively predict consumers' preferences in the Italian market. The traits contributing the most to the overall liking are the juiciness of arils, their red colour, firmness and size, while bitterness, seed intrusiveness and astringency are the products' traits that affect preferences the least.