US Consumer’s Willingness to Pay for Fresh-market Grape Attributes

The United States plays a significant role in the global table grape industry and is among the top producers and exporters worldwide. The ∼US$1.7 billion US fresh-market industry is dominated by Vitis vinifera cultivars, with 94% of US production in California. However, recent advances in developing Vitis–Muscadinia hybrids with consumer-favorable traits might be a viable alternative for a more resilient US industry. The genus Vitis has two subgenera: Vitis (bunch grapes grown worldwide) and Muscadinia (muscadines native to the US Southeast). An online survey was done to determine consumer ( n = 950) preferences for US fresh-market table grapes (bunch and muscadine) and attributes. A discrete choice experiment was used to elicit willingness-to-pay (WTP) from the participants for six table grape attributes including price (US$2, 3, 4, 5, or 6), flavor (strong or mild), texture (soft or firm/crisp), size (small, medium, or large), seed (none or present), and color (purple/black, pink/red, or light/green). The survey had four randomized survey blocks: 1) discrete choice set 1, 2) discrete choice set 2, 3) fruit purchasing habits, and 4) demographic characteristics. Participants were willing to pay US$6.51 more per pound for bunch grapes and US$5.57 more per pound for muscadine grapes compared with the base attribute (neither). Consumers had no preference for size or flavor of the grapes. Consumers were willing to pay US$3.59 more for seedless grapes vs. seeded and US$1.44 more per pound for a firm-textured grape vs. a soft one. Consumer WTP for pink/red grapes was US$0.94 less per pound than green/light grapes and US$0.69 less for purple/black grapes than green/light grapes. In overall ranking, freshness was the most important attribute, followed by flavor, price, seed presence, texture, color, and size. There was clear interest with US consumers for both bunch and muscadine grapes, with mild-flavored and firm-textured grapes preferred. Bunch grapes were appreciated by participants from all US regions (Southeast, Northeast, Pacific, Midwest, and Southwest), and there was interest in muscadine grapes in most regions. Some consumers preferred muscadine grapes, indicating the potential for expanded commercial markets. This interest was most strongly found in the US Southeast, where muscadines are native, and is relevant for the Northeast and potential new markets in the Midwest. Although the US table grape industry is influenced by import dynamics, environmental impacts, pests/disease pressures, and evolving consumer preferences, understanding current values will help guide future cultivar innovations.