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ARS Home » Southeast Area » Booneville, Arkansas » Dale Bumpers Small Farms Research Center » Research » Publications at this Location » Publication #428061
Research Project: Innovations for Small Farms Pasture and Silvopasture

Location: Dale Bumpers Small Farms Research Center

Title: Understanding US consumers' willingness to pay for black walnuts

Author
item MARCILLO-YEPEZ, EDGAR - University Of Missouri
item SKEVAS, THEODOROS - University Of Missouri
item STUBBLEFIELD, KELSI - University Of Missouri
item CHUNG-HO, LIN - University Of Missouri
item ABACHI, SOHEILA - University Of Missouri

Submitted to: British Journal of Nutrition
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 12/25/2025
Publication Date: 4/7/2025
Citation: Marcillo-Yepez, E., Skevas, T., Stubblefield, K., Chung-Ho, L., Abachi, S. 2025. Understanding US consumers' willingness to pay for black walnuts. British Journal of Nutrition. https://doi.org/10.1108/BFJ-07-2024-0683.
DOI: https://doi.org/10.1108/BFJ-07-2024-0683

Interpretive Summary: Black walnuts (Juglans nigra) boast distinctive flavors and health benefits, yet little is known about consumer behaviors and preferences for black walnut products. In 2023, a survey of 916 US consumers revealed that factors such as income, consumption frequency, and awareness of health benefits significantly influence consumers’ willingness to pay for black walnuts. Moreover, 57% of respondents were willing to pay more for black walnuts than the current market price for English walnuts, the main competitor, highlighting a substantial market opportunity for black walnuts. These findings illustrate the market potential for black walnuts and provide valuable information for those in the nut industry who are interested in enhancing the competitiveness of black walnuts.

Technical Abstract: Purpose – This study investigates the determinants of consumers’ willingness to pay (WTP) for black walnuts in the US. Design/methodology/approach – The study uses data from a 2023 survey of 916 US consumers and applies an ordered logit regression analysis to assess the determinants of WTP. Findings – Income, consumption frequency and awareness of the health benefits of black walnuts significantly influence WTP. Moreover, 57% of individuals in our sample are willing to pay more for black walnuts than the current market price for English walnuts, the main competitor, highlighting a substantial market opportunity for black walnuts. Originality/value – The demand for nuts, both domestically and globally, has seen a remarkable increase in recent years, largely driven by their perceived health benefits across various consumer segments. However, not all nut varieties have experienced commensurate growth, leading to a need for detailed analysis of consumer preferences, particularly for nuts with slower growth trajectories, such as those within the walnut industry. Within the walnut industry, black walnuts (Juglans nigra) stand out with unique production and commercialization dynamics – sourced predominantly from wild trees, boasting distinctive flavors and health benefits, yet facing significant challenges such as limited commercial scale, lower yields and the presence of only one processor in the US. These factors highlight the substantial market potential for black walnuts and make studying this unique crop essential for stakeholders across the nut industry who are interested in enhancing the competitiveness of the black walnut industry.