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- Author or Editor: Phillip M. Mohebalian x
This study is the first of its kind in eliciting U.S. consumer preferences for elderberry juice and jelly products. An online survey collected self-reported information from 1043 U.S. residents. Results of a conjoint analysis suggest elderberry products that disclose qualified health claims and are produced locally were the best positioned to compete for greater shares in the jelly and juice product markets. Although consumers were 27% less likely to purchase elderberry jelly and 23% less likely to purchase elderberry juice relative to products containing competing fruit types, ceteris paribus, the fruit type product attribute determined only 9% of jelly and 13% of juice stated purchasing decision. More important than fruit type, consumers valued product price, disclosure of health claims, and origin. Consumers were 3.7 times more likely to choose locally produced jelly products than imported jelly and twice as likely to select products disclosing health claims compared with jelly products without claims. Likewise, consumers were 3.3 times more likely to choose locally produced juice products than imported juice products and 2.1 times more likely to select juice products with health claims than without. Our results indicate that an introductory strategy that combines the strength of preferences for locally produced products along with the disclosure of health claims at a competitive price can be an important tool in expanding the market for elderberry products in the United States.
This study contributes to the limited research on elderberry (Sambucus sp.) marketing and consumer preferences by eliciting consumers’ familiarity with elderberry products and identifying and profiling market segments for elderberry products. Results of a survey, distributed online to a sample of U.S. consumers, show one-third of respondents to be familiar with elderberry. The most common elderberry products sampled and purchased were juice, jelly, and wine. The consumer sample was divided into current and potential consumer groups. Health-conscious and less health-conscious consumer segments were identified within each group, composing four market segments in total. Current elderberry consumers (14% of respondents) are on average younger, more educated, and less price sensitive than potential consumers. They strongly prefer locally produced juices and elderberry juice to other types of juices. For this category of consumers, elderberry juice products can be positioned as novelty products that are perceived to be healthier and more expensive than other comparable products. Including a qualified health claim on the label would reinforce the health benefits of elderberry products and potentially increase less health-conscious consumers’ likelihood to purchase them. Market segments comprised of those who have not tried elderberry yet are characterized as appreciating locally produced products but as having greater price sensitivity than current consumers. Elderberry juice products can be introduced to these segments as value healthy products [similar to cranberry (Vaccinium macrocarpon)], emphasizing the health benefits and local origins while maintaining a lower price.