URBAN CONSUMERS’ PERCEPTION ON PROCESSED FRUIT PRODUCTS: A STUDY FROM KURUNEGALA DISTRICT, SRI LANKA

Abstract

A significant portion of locally grown fresh fruits goes waste due to lack of processing opportunities. With a view to identify potential processed products and the consumer preferences for product types, a study was conducted with urban consumers of Kurunegala District, Sri Lanka. The availability of processed fruit products was reported using a sample of 30 supermarkets. A questionnaire based consumer survey was conducted using 200 households to assess the consumer attitudes on five major products namely, jam, cordial, juice [ready-to-serve (RTS) drink / fruit nectar], pickle and chutney. Consumers’ considerations on 14 factors when purchasing those products were evaluated. Consumers’ main concern was on flavour, fruit species, price and package size whereas the brand, label information and certifications gained moderate attention. While advertising was the least considered factor by consumers, their concerns on nutritional facts, additives and preservatives and the country of origin were also low. Yellow colour was most preferred for jam, cordial, juice (RTS drink/fruit nectar) and pickle while brown was most liked for chutney. Moderate sweetness and sourness were preferred over high or low levels in jam, cordial, juice and chutney while moderately sour and spicy pickle was preferred. The study further revealed that commercial exploitation of the available fruit species in Sri Lanka for processing was low. Impression on lack of safety was the major limitation which prevented consumers from purchasing processed fruit products.