From niche to mainstream: US consumer trends and preferences for elderberry products

Authors: CAI, AHEN - Us Forest Service (FS); STUBBLEFIELD, KELSI - University Of Missouri; THOMAS, ANDREW - University Of Missouri; AGUILAR, FRANCISCO - Swedish University Of Agricultural Sciences

Submitted to: HortScience
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 9/22/2024
Publication Date: 11/8/2024
Citation: Cai, A., Stubblefield, K., Thomas, A.L., Aguilar, F.X. 2024. From niche to mainstream: US consumer trends and preferences for elderberry products. HortScience. https://doi.org/10.21273/HORTSCI18180-24.
DOI: https://doi.org/10.21273/HORTSCI18180-24

Interpretive Summary: Elderberry (Sambucus spp.) is an emerging and popular specialty crop consumed for its proven health benefits, yet there are still some unknowns surrounding how consumer knowledge and consumption of elderberry has grown over recent years as well as what specific product attributes consumers value. Through a survey of 1,000 U.S. consumers, we discovered a significant increase in elderberry awareness and consumption behavior, and consumers preferred attributes such as American-grown elderberries and organic and pesticide-free production methods when purchasing elderberry juice. These findings are especially relevant for elderberry growers, as product labels (such as organic, locally grown, etc.) are likely to strongly affect consumer purchasing preferences.

Technical Abstract: Elderberry (Sambucus spp.) is an emerging and popular specialty crop in North America and worldwide. Both the fruit and flowers are being increasingly consumed because of their proven health benefits, mostly in the form of dietary supplement products. We explored changes in consumer knowledge and purchasing preferences regarding elderberry products after comparing results of a survey conducted in 2022 with those of a previous study conducted in 2011. Findings based on responses from 1036 US residents revealed that 41.2% had previously consumed elderberry products. This marks a significant increase from the 6.9% reported in the 2011 survey. Elderberry- based vitamin supplements were the most consumed elderberry product reported in the survey. Approximately half of the respondents reported consuming this product, which is an approximately seven-fold increase from 7.0% reported in 2011. We noted a change in purchasing venues, with more than 50% of participants purchasing elderberry products from grocery stores in 2022 compared to 43% in 2011. An analysis of a discrete choice experiment revealed that, among selected product attributes, organic and pesticide-free production of elderberries were the most important attributes. Statistical results of the choice experiment suggested that consumers were willing to pay, on average, US$3.51 more per 12-ounce (355 mL) bottle of juice made from organic elderberries and an even higher premium of US$3.97 more per bottle of pesticide-free elderberry juice compared to that for juice made from conventionally grown elderberries. We also estimated that consumer products made with Americangrown elderberries would garner a 13% price premium over elderberries grown in Europe. Elderberry products with carbon neutrality elicited a 13% premium per bottle of juice (approximately US$1.91 more per bottle) compared to that of those without disclosure of the carbon emission information. In summary, elderberry products labeled as pesticide-free, locally produced, and carbon-neutral are likely to offer the greatest market appeal to US consumers and would further contribute to the mainstreaming of elderberry products.