Trends in consumers' preferences towards fresh-cut vegetables during the COVID-19 pandemic

The fresh-cut sector has shown a positive trend in recent years, due to the "ease of use" and the increasing innovation in the quality and safety features of these products. However, in Italy, a negative trend was observed during the lockdown Covid-19. The objective of this study is to investigate consumer preferences for fresh-cut products and to identify the sensory and extrinsic attributes that influence consumer choice. It also examines whether consumer behaviour has changed during the lockdown Covid-19. An online questionnaire was administered to a convenience sample of 427 consumers. A one-way ANOVA was conducted to identify preferences for specific types of fresh-cut products;then, a factor analysis was conducted to highlight key socioeconomic variables and product attributes. Finally, a cluster analysis was conducted to identify homogeneous consumer groups. The results indicate that some attributes, including "ease of use", "texture" and "colour" show a high level of interest and appreciation by consumers. The outcomes also reveal that there has been a change in consumer attitudes during the lockdown Covid-19, mainly for reasons related to the difficulty in food procurement, the fear of contagion during purchasing occasion, and higher prices. The findings of this research contribute to the knowledge of consumers' behaviour towards fresh-cut products in the period of lockdown Covid-19.

Recent scenarios in Italy on fresh-cut products in the Covid-19 context

In recent years, the fresh-cut products segment has shown a growing trend in Italy even in the current complex socio-economic phase determined largely by the Covid 19 pandemic. The paper proposes an evolutionary path with the analysis of data produced by statistical sources, effective for cognitive purposes. Data mainly refer to the large product group of "salads" that represent the prevailing market share of the fresh-cut products segment. The vitality emerged has suggested to focus on some of the quality aspects orientated both on the part of firms, in order to promote competitive capacity, and on the part of consumers because of the need to respond to requests for food safety. In relation to this aspect, the paper proposes theoretical consideration, relevant for practical and factual purposes, on whether food safety is really one of the factors closely linked to determining quality. This is to identify the role and the importance attributed respectively to quality, as regards the ability to satisfy expressed or implicit needs, and to food safety, as an absence of risks that could endanger human health. The resulting difference in role and function raised the question of whether food quality and safety should be considered universally combined in the reference food. Finally, the paper, in the general regulatory framework, inherent to the agro-food sector of the European Union and of the Italian legislative authorities, has sought to identify the provisions that directly and/or indirectly influence the improvement and innovation of fresh-cut products.