Consumer Acceptance and Market Potential of Iodine-Biofortified Fruit and Vegetables in Germany

Abstract

Biofortification of food crops with iodine is a novel approach to preventing iodine deficiency in humans. The present study analyses the consumer target groups and the market potential of iodine-biofortified fruit and vegetables in Germany. For this purpose, an online survey of 1016 German fruit and vegetable consumers was conducted to investigate the acceptance of different product categories as well as relevant criteria for the market launch. The results show that iodine-biofortified fruit and vegetables are particularly attractive to consumers who purchase at farmers’ markets, organic food shops, and farm stores. Out of this group, 39% of consumers rate such iodine-rich foods as very appealing. They attach importance to food that naturally contains iodine and prefer produce from integrated domestic cultivation. With their focus on sustainability and naturalness, this group of consumers clearly differs from typical users of dietary supplements, who are primarily concerned with health benefits. However, overall about 85% of respondents would prefer biofortified fruits and vegetables to supplements to improve their iodine supply. The greatest market potential for iodine-biofortified fruit and vegetables is to be expected in supermarkets, as this is the preferred food shopping location for most consumers. A total of 28% of those who buy here rate the biofortified foods presented as very appealing. Nevertheless, a successful market launch requires that the benefits of the new products are communicated according to the potential consumer group needs.

Vegetables with Enhanced Iron Bioavailability—German Consumers’ Perceptions of a New Approach to Improve Dietary Iron Supply

“…Processed vegetables as well as fruits in fresh and processed forms were also relatively popular in this regard ( Figure 4 ). Similar results were observed in previous studies on iodine- and selenium-biofortified foods [ 45 , 63 ]. In the current survey, interest in iron-rich fresh vegetables increased from initially 40% up to 79% when shown a specific product preferred by consumers with appropriate labeling.…”

“…Increased acceptance of iron-biofortified vegetables was significantly associated with sustainability awareness in terms of purchasing and consumption criteria. The importance of sustainability and naturalness in interaction with the acceptance of biofortified vegetables and fruits was already shown in previous studies [ 43 , 44 , 45 ]. The taste of vegetables proved to be an important purchasing criterion, as likewise reported for other foods, including functional foods.…”

“…In addition, consumers interested in a natural, healthy diet could be considered as a target group. Previous surveys in Europe on biofortified vegetables and fruits have shown that between 48 and 66% of the population are open-minded towards such products, especially those consumers who also value sustainability and naturalness [ 43 , 44 , 45 ]. At the same time, however, there is a high lack of knowledge about these products, which affects the purchase probability [ 43 ].…”

Biofortification: Effect of Iodine Fortified Food in the Healthy Population, Double-Arm Nutritional Study

“…Furthermore, vitamin D has a paramount role both in innate and adaptive immunity, and there is strong indication supporting its involvement in many other “non-classical” disorders not related to the bones, such as cancer, cardiovascular, metabolic disorders, multiple sclerosis, and infectious diseases ( 41 ). Furthermore, I supplementation can be a valuable solution for the market of biofortified vegetables ( 42 ), and human intervention trials are mandatory since there are scares in literature ( 43 – 46 ).…”

Applications of Genomic Tools in Plant Breeding: Crop Biofortification

“…Other simultaneous efforts will have to be made in order to ensure success both in the commercialization of the biofortified product and in the impact on consumers’ health. For the first goal, studies of market potential and consumers’ behavior and acceptability will have to be undertaken in advance, as was the case of selenium-biofortified apples [ 46 ] and iodine-biofortified fruits and vegetables [ 47 ], for example, both in Germany. This point is especially important in the case of controversial goods, such as transgenic biofortified food.…”