Polish young adult consumers’ purchasing behaviours and preferences towards strawberries | Polish young adult consumers’ purchasing behaviours and preferences towards strawberries

English. This study surveyed 203 Polish consumers aged 18–25 to analyse their strawberry buying and consumption patterns and preferences. The research employed a quantitative survey (CAWI) and qualitative sensory assessment. The study found that strawberry consumption is highly seasonal, with higher intake in summer, particularly among women, while winter consumption was influenced by income level. Key purchase drivers included the appearance and aroma of strawberries; less important in choosing strawberries were price, type of packaging, place of purchase, and country of origin. Sensory evaluation of four strawberry cultivars – Lycia, Aprica, Giusy, and Klodia – revealed Klodia as the most favourable in sweetness and flavour, though Aprica was visually preferred. These findings suggest that visual preferences do not always align with sensory qualities when selecting strawberries.

Polish. This study surveyed 203 Polish consumers aged 18–25 to analyse their strawberry buying and consumption patterns and preferences. The research employed a quantitative survey (CAWI) and qualitative sensory assessment. The study found that strawberry consumption is highly seasonal, with higher intake in summer, particularly among women, while winter consumption was influenced by income level. Key purchase drivers included the appearance and aroma of strawberries; less important in choosing strawberries were price, type of packaging, place of purchase, and country of origin. Sensory evaluation of four strawberry cultivars – Lycia, Aprica, Giusy, and Klodia – revealed Klodia as the most favourable in sweetness and flavour, though Aprica was visually preferred. These findings suggest that visual preferences do not always align with sensory qualities when selecting strawberries.