Consumer attitudes towards enhanced flavonoid content in fruit

Flavonoids from fruit and vegetables are currently widely studied as components that have the potential to provide multiple health benefits. In this study consumer perceptions of flavonoids were examined. The data (N = 130) were collected in focus group discussions in Finland, The Netherlands and France. In general, the term ‘flavonoid’ was unfamiliar. After receiving information about the possible health benefits, positive attitudes towards flavonoids were expressed. Relevant issues for the acceptance of flavonoids were the natural occurrence and the health benefits associated with common diseases. However, the need to enhance flavonoid content was questioned since fruit and vegetables were perceived to be already healthy with the natural flavonoid content; additionally, consumers had perceptions of risk and uncertainty associated with breeding and processing methods. Familiar processing methods were said to be most acceptable for enhancing flavonoid content. Consumer knowledge on the health effects of flavonoids is limited, and thus there is a need to inform consumers about them. The challenge in informing consumers about the benefits of flavonoids is to maintain the natural image of fruit-based products.