| Summary: | Per capita apple consumption is falling in many European countries while overall fruit intake is growing or is stable, and consumption of other fruits is increasing. The reasons for the consumption decline of the world’s third most produced fruit are unclear. Based on an extensive literature review and a logit regression of data from a postal survey of 153 apple consumers in South Tyrol, Italy, the purpose of this study is to explain this trend. We show that (i) the increasing average age of consumers, (ii) economic factors such as consumer incomes and apple prices in combination with other demographic characteristics at least for some population segments, (iii) the dissatisfaction of some consumers with available mainstream apple varieties, and (iv) the below-average nutrient content of apples as compared to other fruits for health-conscious consumers are among the main causes. For the European apple growing industry, the decline in local per capita apple consumption may not be an economic problem if the industry decides to focus on emerging markets in the future. However, innovating fruit quality and better satisfying apple consumer preferences in high-income markets may prove to be more challenging.
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