Applied Economics/2025-06pr
Target Consumers for Bottled Tart Cherry Juice Kynda Curtis, Professor and USU Extension Specialist, Department of Applied Economics Makaylie Langford, Research Assistant, Department of Applied Economics Karin Allen, Associate Professor and USU Extension Specialist, Department of Nutrition, Dietetics, and Food Sciences Ruby Ward, Professor and USU Extension Specialist, Department of Applied Economics
Introduction
A study was conducted by Utah State University (USU) in the fall of 2024 to determine western U.S. consumer preferences and willingness to pay for regionally sourced processed food products. Study data were collected using an online survey of consumers via the Qualtrics response system. A total of 1,282 responses were collected from all U.S. western states and territories. Respondents were recruited to assure that sample averages for age, education level, and annual household income were representative of the region’s demographics.
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Researchers at USU conducted a study to determine western U.S. consumers’ willingness to pay for processed food items; this fact sheet addresses target consumers for tart cherry juice. Target consumers were more likely to participate in agricultural activities, such as shopping at farmers markets, visiting local farms, and eating at local-sourcing restaurants. Tart cherry juice consumers are younger, highly educated, and more likely to be employed fulltime and married, with children living in their households. Target consumers shop at both larger grocery and direct-to-consumer outlets. Aside from the product labeled local and organic, target consumers were willing to pay more for products with two labels than for those with only a single label. Findings suggest that marketing strategies emphasizing premium quality, health benefits, and transparent sourcing can effectively capture this market segment.
• The survey included questions on respondent demographics, food-related lifestyle and behaviors, • consumption habits and expenditures, preferences for specialty labeled foods and food characteristics. Researchers examined consumer preferences, purchasing habits, and pricing for three processed food • products, one of which was bottled tart cherry juice (32ounce bottle). The following fact sheet describes the target market (consumer group) for bottled tart cherry juice. Target consumers were identified as those who consume tart cherry juice at least several times weekly. A total of 188 survey respondents fell into this target consumer group.
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