A comparative study on the preferences of Spanish consumers towards the use of natural preservatives in different fruits

This study aims to investigate the preferences of Spanish consumers regarding the use of natural preservatives in fruit, taking into account the different factors that may influence their purchase decision. Although preservatives are mainly used in packaged fruit, this study also considers other relevant factors in the purchasing process too, such as geographical origin and price. The study focuses on two of the most popular packaged fruits in supermarkets in Spain -plums and table grapes- with the aim of determining whether preferences are general for all fruits or whether they vary according to the type of product consumed. To carry out this study, a representative sample of Spanish consumers in terms of age and sex was surveyed. Results reveal that participants' preferences follow the same pattern for both fruits although with minimal differences in utility values. Generally, a growing consumer interest in healthier and more natural food options is found. However, even though theoretically consumers prefer natural preservatives, when put in purchase situation, they choose fruits without preservatives over those with natural ones.