Consumer demand for novel fruit and vegetable products with extended shelf lives in East Africa: a multinational multi-product analysis

OBJECTIVE: To evaluate the potential of products made out of underutilised fruits and vegetables for closing seasonal nutritional gaps among rural and urban consumers in East Africa. DESIGN: The multinational analysis combines sensory testing and experimental auctions to assess consumers’ perceptions and willingness to pay (WTP) for 6 different fruit and vegetable products. SETTING: Open markets in rural and urban areas in Kenya, Tanzania and Uganda. PARTICIPANTS: There were 939 male and female adults who were at least 18 years old. RESULTS: Tobit models for each product show that besides sensory perception, similar socio-demographic characteristics influence consumers’ WTP for these products in all 3 countries. The products are especially liked among younger, male and urban consumers. CONCLUSION: We conclude that there is demand and a potential market for processed fruit and vegetable products based on indigenous raw material in East Africa. The products, thus, have promising potential to improve nutrition, especially during off-season conditions when access to fresh produce is limited.