Svensk tomat 2013: konsumentundersökning om sorter och ursprung

Swedish tomato production is subject to strong competition from imports. Consequently, the decision of which varieties to grow each season must be based on consumer preferences and their ability to compete with imports. This study provides a basis for deciding which tomato varieties should be grown for the 2013 season. To assist in this endeavor, triangulation methods were used to better ascertain Swedish preferences. Focus group interviews conducted on four focus groups, comprising a total of 27 participants, were used, to discuss variety, flavour, price and packaging of tomatoes and to qualitatively understand motivations behind consumer preferences. The focus groups also helped to reduce the total consideration set of 14 different varieties to eight. The resulting eight preferred tomato varieties were then tested quantitatively in choice based experiments (i.e., conjoint analysis) to help determine which tomato product attributes gave the highest utility for consumers. Nearly 200 respondents assessed a total of 27 profiles comprising eight varieties of tomatoes and a combination of price, origin, and packaging. The choice based experiment revealed the relevant importance of each characteristic with variety being the most important, followed by origin (with a preference for Swedish), price and packaging being the least important. Red varieties were considered attractive and were preferred to other colours and varieties. Swedish tomatoes were preferred well before Dutch ones. Price was not unimportant but not crucial to most consumers’ choice. Packaging was the least important attribute with tomatoes sold loose being preferred to packaged ones. Finally, seven of the varieties were tested in a two week field experiment in a supermarket, that further validated the findings from the focus groups and choice based experiments. The sales experiment showed that three varieties of tomatoes, dominated: red cherry tomatoes from Spain in 250 gram plastic boxes, standard round Swedish tomatoes and Dutch tomatoes on the vine. Together they constituted 80 per cent of the sales volume. The Dutch cocktail vine tomato Romantica was another favorite, and also the dark Mini Kumato and one rather new Swedish vine tomato that is smaller than average. Because of lower inherent production costs of imported cocktail tomatoes, Swedish growers should consider focusing more on the traditional medium size variety. It is, despite higher prices, a big seller in supermarkets. To fully leverage the opportunity, should select the tastiest medium sized variety and work on establishing a distinct brand that is clearly displayed in store and supported with marketing communication. The findings also suggest room for a Swedish alternative to the Romantica and a dark variety.