Preferences of Canadian consumers for apple fruit size

Preferences of Canadian consumers for apple fruit size C. R. Hampson 1, K. Sanford 2, and J. Cline 3 1 Agriculture and Agri-Food Canada, Pacific Agri-Food Research Centre, Summerland, BC, Canada V0H 1Z0; 2 Agriculture and Agri-Food Canada, Atlantic Food and Horticulture Research Centre, Kentville, NS, Canada B4N 1J5; 3 Department of Plant Agriculture, University of Guelph, Horticultural Research Institute of Ontario Division, Simcoe, ON, Canada N3Y 4N5.PARC Contribution No. 2117, received 5 April 2001, accepted 21 August 2001. Can. J. Plant Sci. Downloaded from www.nrcresearchpress.com by 46.3.204.239 on 11/21/17 Hampson, C. R., Sanford, K. and Cline, J. 2002. Preferences of Canadian consumers for apple fruit size. Can. J. Plant Sci. 82: 165 167. Apple fruit size preferences are known to vary among consumer populations. Characteristic commercial fruit size varies among apple-growing regions within Canada for a given cultivar. Canadian consumer preferences for apple size are not well documented, nor is it known whether preferences vary among regions. In this study, 586 consumers from British Columbia, Ontario and Nova Scotia were asked to rate a series of apple sizes using the affective Just Right scale. Ideal fruit size was similar regardless of province or consumer gender. Age groups differed slightly in fruit size preference. The Just Right score was a linear function of fruit diameter for all groups. The fruit diameter considered ideal for dessert use ranged from 7.4 to 7.6 cm among the age groups. Key words: Malus domestica Borkh., sensory evaluation, consumer preference Hampson, C. R., Sanford, K. et Cline, J. 2002. Préférences des consommateurs canadiens quant au calibre des pommes. Can. J. Plant Sci. 82: 165 167. On sait que les préférences quant au calibre des pommes varient selon la population. La taille caractéristique des fruits écoulés sur le marché fluctue aussi avec les régions du Canada où l on cultive une variété donnée. On connaît mal les goûts des consommateurs pour les fruits de tel ou tel calibre et on ignore si ces goûts varient d une région à l autre. Dans le cadre de cette étude, 586 consommateurs de la Colombie-Britannique, de l Ontario et de la Nouvelle-Écosse ont été priés de coter une série de fruits de calibre différent avec l échelle subjective «parfait». Le calibre idéal est le même, quelle que soit la province ou le sexe du consommateur. Les préférences quand à la taille du fruit diffèrent légèrement avec le groupe d âge. La note «parfait» est une fonction linéaire du diamètre des fruits pour l ensemble des groupes. Le diamètre idéal des pommes comme dessert varie de 7,4 à 7,6 cm parmi les groupes d âge. Mots clés: Malus domestica Borkh., évaluation organoleptique, goût des consommateurs Ideal fruit size for dessert apples is known to vary among consumer populations around the world. Norwegian consumers prefer a smaller apple than consumers in the Netherlands and Germany (Goedegebure et al. 1990; Redalen 1988), and large fruit size is preferred in certain parts of Asia (Kajikawa 1998). The apple size preferences of Canadian consumers have not been well-characterized. Hampson and Quamme (2000) tested a sample of British Columbia (BC) consumers, and found that an apple size of 7.6 cm diameter was most preferred. However the demographic representativeness of this group was unclear because it was small (42 people) and drawn from a comparatively confined geographical area (southern Okanagan Valley of BC). Cliff et al. (1999) studied the preferences of BC and Nova Scotia (NS) consumers with respect to the overall visual appeal of apple cultivars grown in these two provinces. Consumers in each province tended to like the appearance of familiar cultivars from their own region best. One obvious difference between the cultivars grown in BC and NS in their study was that the NS apples were much smaller. The objectives of this study were: (1) to determine the apple size preferred on average by consumers in three provinces; (2) to establish whether consumer preferences for apple size differ among these regions; (3) to establish 165 whether apple size preference is influenced by consumer gender or age. The information would be useful in selecting apple genotypes in the apple breeding program at Summerland, BC. MATERIALS AND METHODS Well-coloured McIntosh apples of specific industry size categories (box count sizes) were obtained from a fruit packing house in Summerland, BC. The categories were box sizes 138 (7.0 to 7.3 cm diameter), 125 (7.3 to 7.6 cm), 100 (7.9 to 8.3 cm), 80 (8.45 to 8.6 cm), and oversize (bigger than 8.9 cm). All were grown locally by commercial growers. The size range was extended with very small McIntosh apples (mean diameter 6.10 ± 0.06 cm) and very large Lobo apples (mean diameter 9.21 ± 0.11 cm) grown at the Pacific Agri-Food Research Centre (PARC), Summerland. The appearance of Lobo is similar to McIntosh. All fruit were cleaned and waxed, and a representative sample of each category was shipped to NS via overnight courier. McIntosh was chosen because it is familiar to consumers across the country, and because Canadians are known to prefer red apples over other colours (Canadian Horticultural Council 1979). Six fruit of each size category were arranged on white plastic trays in two horizontal rows, with three apples stem

166 CANADIAN JOURNAL OF PLANT SCIENCE end up and three calyx end up. The trays were coded with three-digit random numbers and were covered to prevent cross-comparison of samples. The display room had a mixture of natural and artificial light. The samples were presented in random order along a bench or table, and the sample order was re-randomized after every 20 participants. All procedures were identical in NS and BC. Procedures were the same in ON except that locally grown and packed Empire apples (a red cultivar) of box size categories 175 (6.0 to 6.4 cm), 163 (6.4 to 6.7 cm), 138, 100, 88 (8.3 to 8.45 cm), and 72 (8.6 to 8.9 cm) were used. The consumers rated each sample using the seven point Just Right affective scale (Meilgaard et al. 1991), where 1= much too small, 2 = too small, 3 = a little too small, 4 = just right, 5 = a little too large, 6 = too large and 7 = much too large. All participants were instructed to rate each sample relative to their individual notion of ideal size for dessert apples for personal consumption. Response forms included check boxes for gender, and age category (19 yr and under, 20 39 yr, 40 59 yr and 60 yr and over). Data were collected at three sites: in Summerland, BC, at the PARC Open House on 25 September 1999 (214 consumers); in Simcoe, Ontario (ON), at the Norfolk County Fair on 6 October 1999 (165 consumers); in Halifax, NS, at the Atlantic Winter Fair on 15 October 1999 (214 consumers). Each of these events attracted regional consumers. A total of 593 responses were obtained. Percentages of the total in each category (rounded to nearest integer) were: 60% female, 40% male; 23% 19 yr and under, 18% 20 39 yr, 34% 40 59 yr and 25% 60 yr and older. Because a few respondents did not indicate their gender and/or age, they could not be included in the analyses. In total, 580 respondents indicated their gender and 586 indicated their age category. After the consumer ratings were complete, the diameter of each apple (two measurements at the equator at right angles to each other, in mm) was measured with digital calipers. Means for each sample (n = 6) were calculated. Analysis of variance (ANOVA) was performed on Just Right (JR) scores, using the SAS procedure GLM to test the factors (location, judge, judge age and gender, fruit diameter) and their interactions (SAS Institute, Inc. 1990). A mixed model was used, with judges random. A judge was an individual consumer. To describe the significant relationships, JR scores were regressed separately for the different age groups on fruit diameter with the SAS procedure REG, and the diameters that were judged Just Right were estimated along with their 95% confidence intervals. RESULTS The ANOVA indicated that JR score was significantly related to fruit diameter, and was influenced by judge age, and the interaction term judge-age diameter. Location, gender, and all remaining interaction terms tested were not significant (P > 0.05). When separate regressions were done for each age group, the JR score was a linear function of fruit diameter in all cases (Table 1). The ideal size (JR = 4) varied only slightly among age groups, ranging from 7.45 to 7.56 cm diameter (Table 1). Within the confidence intervals, this diameter corresponds to an industry box size of 125. Table 1. Regression equations and coefficients of determination (r 2 ) relating fruit diameter (cm) to ideal apple size for Canadian consumers of different age categories Just right diameter and 95% confidence Age group Intercept Slope r 2 interval 19 yr and under 6.701 ± 0.266 1.436 ± 0.034 0.65 7.45 (7.40, 7.50) 20 to 39 yr 7.211 ± 0.257 1.489 ± 0.033 0.74 7.53 (7.48, 7.57) 40 to 59 yr 7.757 ± 0.173 1.555 ± 0.022 0.78 7.56 (7.53, 7.59) 60 yr and older 6.374 ± 0.220 1.378 ± 0.028 0.70 7.53 (7.49, 7.57) DISCUSSION Although differences in fruit size preference among consumer age groups were noted, they were very small in practical terms. Consumers at all three locations most preferred a fruit of about 7.5 cm diameter for dessert apples. Consumers in this study had the same preferences as those of a small consumer panel from BC (Hampson and Quamme 2000), and similar preferences to consumers in the United Kingdom (7.0 7.5 cm), Germany and the Netherlands (7.0 8.5 cm) (Goedegebure et al. 1990). Consumers in the rest of Canada would need to be sampled and the results weighted by population for a truly comprehensive view of Canadian consumer preferences. Apples 7.0 8.0 cm in diameter (approximate box size 138 to 100) were perceived as Just Right (score = 4) by 74% of ON consumers, 84% of BC consumers and 85% of NS consumers in our study. The JR scale has two advantages over the hedonic (liking) scale for this type of study: (1) it provides directional information. With the hedonic scale, if a given sample was disliked, one would not know if the respondent believed it too small or too large; (2) tolerance to deviation from the ideal can be assessed using the slope of the regression line. The steeper the slope, the lower the tolerance to departure from the ideal. The age diameter interaction found in this study indicates non-parallelism of the regression lines for the different age groups i.e., different slopes. A disadvantage of the JR scale is its tendency to show range bias in some applications. (Range bias occurs when the JR point changes with the sample range presented.) The effect of range bias was ignored here because Hampson and Quamme (2000) found no evidence for it in their apple size preference work, using a greater range of fruit size. Fruit thinning has long been known to improve fruit size, prevent biennial bearing and facilitate pest control in apple. Greater attention to cultural practices that increase apple size (fruit thinning, irrigation, etc.) in regions where fruit tends to be small may be warranted, provided that the costs involved are compensated by better financial returns to growers for larger fruit. Theoretically, such fruit may command higher retail prices based on higher demand. However, some retailers stock larger fruit sizes, based on the idea that shoppers will buy the same number of apples regardless of size. With bigger apples, consumers will therefore spend more. Knowing that fruit size is usually greater in BC than NS, apple breeding selections with large fruit size could be emphasized during evaluation for potential use by NS grow-

HAMPSON ET AL. APPLE FRUIT SIZE PREFERENCE 167 Can. J. Plant Sci. Downloaded from www.nrcresearchpress.com by 46.3.204.239 on 11/21/17 ers. Emphasis on breeding selections with fruit size peaking on box size 100 125 (7.3 to 7.9 cm diameter) in the growing locale may be warranted for domestic markets. In conclusion, the apple size preferences of the respondents were similar regardless of region or consumer gender, and age had only a small effect on fruit size preference. Although different growing conditions result in smaller apples in some areas, differences in consumer preference were negligible among the three provinces in this study. ACKNOWLEDGMENTS The donation of apples from BC Fruit Packers Cooperative in Summerland, BC is gratefully acknowledged. We thank John Hall for statistical advice. Thanks to Vivian Agar, Christine Burbridge-Boyd and Connie Foote for conducting the consumer tests in NS. Canadian Horticultural Council. 1979. A survey of Canadian consumers concerning apples and other fresh fruit. Prepared for the Canadian Horticultural Council by R.R. Research Services. Ronalds-Reynolds and Co., Toronto, ON. 264 pp. Cliff, M. A., Sanford, K. and Johnston, E. 1999. Evaluation of hedonic scores and R-indices for visual, flavor and texture preferences of apple cultivars by British Columbian and Nova Scotian consumers. Can. J. Plant Sci. 79: 395 399. Goedegebure, J., Barendse, H. and Pladdet, F. 1990. Om de gunst van de consument: onderzoek naar de internationale concurrentie positie van de Nederland se appel teelt. Dutch Fruit Growers Organization, The Hague, The Netherlands. 25 pp. Hampson, C. R. and Quamme, H. A. 2000. Use of preference testing to identify tolerance limits for fruit visual attributes in apple breeding. HortScience 35: 921 924. Kajikawa, C. 1998. Quality level and price in Japanese apple market. Agribusiness 14: 227 234. Meilgaard, M., Civille, G. V. and Carr, B. T. 1991. Sensory evaluation techniques. 2nd ed. CRC Press, Boca Raton, FL. Redalen, G. 1988. Quality assessment of apple cultivars and selections. Acta Hortic. 224: 441 447. SAS Institute, Inc. 1990. SAS/STAT user s guide, version 6 edition. SAS Institute, Cary, NC.

This article has been cited by: 1. Richard Carew, Wojciech J. Florkowski, Elwin G. Smith. 2012. Hedonic Analysis of Apple Attributes in Metropolitan Markets of Western Canada. Agribusiness 28:3, 293-309. [Crossref]