Consumer preferences of apples in Estonia and changes in attitudes over five years

Apple preferences of Estonian consumers (n=336 in 2007 and 332 in 2012) were determined regarding apple origin, production method and different quality attributes. The aim was to find out whether apple preferences of young people raised in a capitalistic system differ from older people raised in the Soviet Union and also to determine if and how these preferences have changed over five years. The majority of the respondents preferred domestic apples (91% and 81% in 2007 and 2012, respectively), the main motivation being food safety: domestic apples were believed to contain fewer chemical residues. Apple taste was the most important quality attribute, followed by appearance which was rated equally important as health benefits and finally, price. Young people (<25 years) were significantly more indifferent towards apple origin compared to others. However, the preference for apple taste and colour was similar in all age groups. Over the five year period surveyed, the preference for domestic and organic apples had decreased, but taste and colour preference had remained unchanged.