“AS LONG AS IT’S SWEET AND JUICY”

Consumer views on quality of carrots. The study examined consumer views on quality of carrots. The aim was to establish what consumers perceive quality of carrots to cover, how they assess it, and the kinds of expectations they have on improvement of quality.

The research material was collected through focus group discussions. Seven groups consisted of a total of 47 National Consumer Research Centre consumer panelists resident in the metropolitan area. They were divided into three groups: so-called experienced consumers (over 50), parents of families (34–45, youngest child under 13), and young adults (under 34, no children).

There were distinct differences between the consumer groups in terms of use of carrots, and vegetables in general. A clearly distinguishing feature proved to be whether carrots are consumed cooked or raw. Experienced consumers favoured root vegetables, which are utilised in diverse ways in cooking. Families with children also use vegetables in many ways, and the range of vegetables they use is wide. Both experienced consumers and parents of families described the carrot as a regularly purchased basic foodstuff used in cooking and baking, and particularly in families with children, nibbled raw. Young adults tend to consume vegetables mainly fresh, and especially on open sandwiches. Carrots are also mainly consumed raw. For them, carrots are rather an occasional impulse buy than a staple foodstuff. However, the reasons of eating carrots were fairly convergent in all consumer groups. Health benefits, versatility, good availability and economy emerged as the prime reasons for using carrots. Habit was also often cited as one of the reasons.

Quality of carrots consists primarily of sweetness and juiciness. Other important dimensions of quality are the carrot’s hard, crisp structure, and visual appeal. Visual appeal was deemed to have improved. It was considered that quality variation over the year had decreased. Conversely, the taste of carrots was often condemned as bitter, and they were described as dry and woody. People also complained that there were great variations in taste from one purchase to the next, and it is not easy to predict good taste and juiciness in the buying situation. Particularly purchase location (e.g. direct sales, large supermarkets), method of sale (unwashed and unpacked), size (not too large), origin (knowledge of grower, grown in Finland), as well as e.g. production method act as means for recognition of good quality.

Consumers wish that it was possible to improve sweetness and succulence of carrots. It was also deemed important that carrots should be marketed, like potatoes, more clearly recommended for various uses. Problems of visual appeal, such as blackening and splitting, were associated mainly with pre-packed carrots. It was hoped that particularly small shops would pay more attention to the speed of turnover of carrot stocks in the store. Thus, unpacked were mainly deemed to be the better alternative in terms of quality, but also because it permits the consumer to select the carrots he or she wants in a suitable quantity. In addition to loose sale, experienced consumers in particular appreciate the fact that carrots are not washed. In fact, availability of unwashed and unpacked carrots should be improved, in view of the consumers.

The image of the carrot was considered everyday, even dull. More tempting ways of displaying carrots in stores might increase interest attached to the carrot and its appreciation by consumers. The consumers also considered the kinds of taste sensations obtained by children and young people from carrots as important. They thought that the dry grated carrot of institutional caterers is definitely in need of product development. Productification would increase the number of consumers of carrots. Mini-carrots intended for snacking were familiar in all consumer groups. The younger the consumer, the more likely that a suitable context for consumption had been found for snack carrots. The consumers believed that snack-type carrot products that combine healthiness and convenience may also be successful in the future.

Katja Järvelä and Mirja Viinisalo. “AS LONG AS IT’S SWEET AND JUICY” – Consumer views on quality of carrots. National Consumer Research Centre, publications 9/2006.

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