Consumer Preferences for Antioxidant-Rich Pomegranates Revealed in New Study

Researchers at the University of Sannio conducted a survey of 3019 Italian consumers to investigate their preferences and willingness to pay (WTP) for antioxidant-rich pomegranates. The study analyzed the roles of product attributes and generational differences in shaping consumer behavior. The results showed a strong preference for locally sourced pomegranates and a high valuation of health-related attributes, particularly antioxidant content.

Key Takeaways:

The survey of 3019 Italian consumers revealed a strong preference for locally sourced pomegranates, with 71% of respondents valuing this attribute.
The results also highlighted a high valuation of health-related attributes, particularly antioxidant content, with 62% of respondents showing a strong preference for pomegranates with high antioxidant content.
The study identified several consumption barriers, including taste preferences, peeling difficulty, and limited product availability, with 45% of respondents citing taste preferences as a major barrier.
Older generations, especially Baby Boomers, prioritized antioxidants for their health benefits, while younger generations (Gen Z and Millennials) showed the highest WTP for antioxidant-enriched pomegranates, likely influenced by novelty seeking and engagement with food trends.
The research concluded that marketing strategies should emphasize both local origins and health benefits to enhance consumer acceptance and expand market potential.
The study's findings suggest that supporting local agriculture and promoting the nutritional value of enriched foods could have a positive impact on consumer behavior and market potential.

Statistics:

3019 Italian consumers participated in the survey to investigate their preferences and willingness to pay (WTP) for antioxidant-rich pomegranates.
71% of respondents valued locally sourced pomegranates as a key attribute.
62% of respondents showed a strong preference for pomegranates with high antioxidant content.
45% of respondents cited taste preferences as a major barrier to consuming pomegranates.
35% of respondents reported difficulty peeling pomegranates as a significant barrier.
27% of respondents stated that limited product availability was a major barrier.

Sources:

University of Sannio, Department of Law, Economics, Management and Quantitative Methods, Benevento, Italy
Agricultural Week, June 26, 2025
Journal of Agriculture, Vol. 15, Issue 11, 2025, "Generational Preferences and Willingness to Pay for Antioxidant-Rich Pomegranates: Insights into Consumer Behavior and Market Potential"
DOI: 10.3390/agriculture15111162
MDPI AG, Publisher of Agricultural Journal