Consumer preference for elderberry juice products
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Increased production of the North American Elderberry (Sambucus canadensis) for its use in value-added specialty products is a prime example of the growth and potential of non-traditional agroforestry product markets. A consumer survey was conducted at the 2010 Missouri Chestnut Roast Festival to evaluate the importance of elderberry product attributes based on consumer segmentation and evaluated existing consumer knowledge and opinions of elderberry products. Using a cluster analysis respondents were classified into two clearly defined market segments. The first cluster was composed of individuals who identify themselves as being very health conscious in their life style and consumption habits. These individuals were found to be more likely to be female and on average significantly older with ages ranging between 46 and 55. The second cluster was composed of individuals that identified themselves as being less health conscious than cluster one. These individuals were more likely male and on average significantly younger than the first cluster being between 36 and 45. Both market segments identified the price of the product and organic certification as being the most important attributes in making elderberry juice purchasing decisions. This information was used to develop a more extensive conjoint analysis survey to evaluate national and niche markets for elderberry juice.