Shifting Consumer Preferences: Attitudes towards Natural Preservatives for Postharvest Fresh?Fruit

In recent years, there have been significant changes in food consumption and purchasing habits. These include changing working patterns, increased female labor force participation, more dual-earner households, and rising earnings. As families have less time to cook, these changes have increased the demand for convenience and ready-to-eat foods. As a result, food technologies have evolved, including the use and development of food additives for technological or sensory purposes. Additives have become essential in the production of processed foods and are important in providing convenience to consumers. This trend has led to an increase in the production of many of them, both artificial and natural. While food safety experts generally agree on the safety of food additives, consumers have expressed concerns about their potential health effects. Frequent health scandals in the food industry reinforce this concern. Consumers are also interested in fresh, natural, less processed and additive-free foods. Food additives can be divided into six types according to their function, with preservatives being the most common type used in fresh products such as fruits and vegetables. Trend Toward Natural Preservatives in?Spain In Spain, the fruit and vegetable sector is essential not only for its economic importance but also for its diversity and importance as a generator of wealth in rural areas. Spain is also a leading exporter of fruit and vegetables and any action to improve marketing and extend shelf-life can have a significant impact at all levels in the country. Besides, recent research has shown that consumers are willing to pay a premium for food with high sensory quality. But fruits and vegetables are perishable and prone to significant losses, especially at the farm level. Although it is difficult to estimate post-harvest losses due to the diversity of products and distribution, some data suggest that fresh fruit and vegetable losses may be as high as 50% in less developed regions. Fruits and vegetables, along with roots and tubers, have the highest rates of food loss. Preventing postharvest losses due to fungal diseases controlled with synthetic fungicides is one of the biggest challenges facing the fruit industry. However, concerns about the health and environmental impacts of these products have led to research into natural substances that can prevent fruit spoilage. One promising alternative to synthetic fungicides is biopreservation or biocontrol through the use of protective cultures containing biocontrol agents (BCAs). Protective culture involves the addition of live microorganisms to foods to control their microbiological status without altering their characteristics. Mechanisms of biological control by antagonistic microorganisms, such as the inoculation of BCAs responsible for the production of antifungal volatile organic compounds and the direct application of active compounds, have shown promise in extending the shelf life of fruits and vegetables.? As consumers and policymakers become concerned about food safety and the reduction of chemical residues, many major supermarket chains are setting new standards for their suppliers.? Researchers trust that new developments in the food industry are safe and effective. Yet consumers tend to be cautious about new products and technologies due to potential risks and lack of perceived benefits, as well as neophobia, a common rejection reaction to new things. These negative perceptions can prevent the adoption of innovations in the food sector and cause products to fail. To understand consumer perceptions of novel preservatives used in the fruit industry, it is important to consider many factors such as health, wholesomeness, food safety, food culture and traditions. Traditional quantitative research approaches may not be appropriate due to various issues that may influence respondents? willingness to answer complex questions. Qualitative research, especially focus groups, is therefore considered a valid approach. Focus groups allow greater freedom of expression and are suitable for studies involving the identification of concerns and the development and application of new products or services. A Study of Spanish Consumers? Perceptions The journal Food Research International published in 2021 a study carried out by the University of Extremadura (Spain). The aim of this research was to study Spanish consumers? perceptions of the use of natural food preservatives based on biocontrol agents or bioprotective cultures in fruits, which have gained importance in recent decades. Previous studies have shown that Spanish consumers demand information about production methods, treatments applied and environmental effects. Through the use of focus groups, several topics were analyzed, such as the factors that influence fruit purchasing habits, the impact of packaging, health concerns related to the use of food additives, or knowledge and perceptions of natural food additives. The results could contribute to the development of the fruit industry, with fruit companies better prepared to meet consumer demands for healthier and safer food products. The following is a summary of the findings in light of the questions and relevant literature related to consumer perceptions of fruit, health and fruit consumption, and perceptions of fruit packaging. Fruit perceptions Consumers are aware of the health benefits of fruit consumption, and staying healthy is a driver of fruit and vegetable consumption among adults. Perceptions of taste, satiety and digestibility also play an important role in fruit consumption. Most fruits and vegetables are less expensive than other foods, and their price may help reduce consumer uncertainty about their quality. Fruit is not considered a convenience food unless it is processed to a certain degree, as it is not suitable for consumption at work or in educational institutions. Convenience and product appearance are the most positive aspects of packaged fruit for consumers, while concerns about quality and environmental impact are the most negative. Consumers seek reasonable trade-offs between quality and convenience when purchasing minimally processed vegetables and packaged fruit. The environmental impact of packaging is the most mentioned aspect of packaged fruit, highlighting the need for the industry to adapt to current social trends. Health is not an important buy motivation for packaged fruit. Price is both a positive and negative factor for packaged fruit. Consumers will accept a premium for convenience as the fruit and vegetable market has shifted towards pre-packaged, prepared and ready-to-cook products. Health and fruit consumption Consumers have a high level of knowledge about the presence of additives and preservatives in fruit and their relevance to purchase decisions. Consumers initially prefer additive-free foods, but tend to choose foods with natural rather than synthetic additives when additive-free options are not available. Natural preservatives are perceived as ?natural? and ?healthy?, which are associated with the key attributes and benefits consumers attribute to fruit. Consumers seek to integrate environmental and sustainable aspects in their food choices, including the use of environmentally friendly products. Price, origin, production methods and quality indicators are the most important attributes when purchasing fruit, according to various studies. Consumers in developed countries are willing to pay a premium for local food that is perceived to be of higher quality than imported food. The importance of processing practices, especially information on preservatives and additives used, is in line with the growing social demand for less processed and preservative-free foods, including the use of natural alternatives. Perceptions of fruit packaging Consumer knowledge and attitudes towards preservatives in fruit: Consumers have a high level of knowledge about the presence of additives and preservatives in fruit and their relevance to buy decisions. Consumers prefer additive-free foods, but if this is not available, they tend to choose foods with natural rather than synthetic additives. Natural preservatives are perceived as ?natural? and ?healthy,? and this association may be the driver of positive consumer attitudes toward the use of these types of additives, which in turn may be the basis for their widespread implementation in the fruit market. Labeling and consumer preferences: Price, origin, production methods and quality indicators are the most important attributes when purchasing fruit. Consumers in developed countries are willing to pay a premium for local foods that are perceived to be of higher quality than imported foods. The importance attached to processing practices, especially information on preservatives and additives used, is in line with the growing social demand for less processed and preservative-free foods???such as clean-label foods???and the use of natural alternatives. Key Takeaways The research found that fruit is seen as nutritious and tasty, but inconvenient for today?s lifestyles, leading to lower consumption. Consumers want more natural, less processed foods with fewer additives, but they also want conveniences, such as extended shelf life and ready-to-eat. Packaging can increase convenience but makes fruit seem less natural. Consumers are concerned about the chemicals used to improve fruit appearance and shelf life, as well as their environmental impact. Natural preservatives, such as bioprotective cultures, can address these concerns, but consumers are not aware of them, leading to mistrust and concerns about higher prices. Educational campaigns may be needed to overcome these issues and communicate the benefits of these products. Author:?Jorge Luis?Alonso G. (with ChatGPT)?Maximizing Agribusiness Profits with Expert Postharvest Storage Strategies | Horticultural Writing Specialist.?This article was written exclusively for the business platform Postharvest. ? Cover photo: Pixabay.