Optimizing kiwifruit cultivar selection through integrated quality evaluation: An entropy weighted-analytic hierarchy process approach for balancing biochemical and sensory attributes

• A entropy-weighted AHP (EW-AHP) model was developed for kiwifruit quality evaluation, demonstrating superior reliability ( R² = 0.94 against sensory evaluation data) by integrating objective biochemical metrics with consumer preferences. • Significant quality divergence was identified among 32 commercial cultivars, with top performers (‘Hongyang’, ‘Fenghuang 1′, ‘Cuiyu’) exhibiting optimal sugar-acid balance, while high-acidity cultivars scored lower despite superior appearance. • The EW-AHP framework addresses critical industry challenges in China by enabling data-driven cultivar selection and regional planning, supporting the transition from quantity-focused to quality-oriented kiwifruit production systems. As a high-value fruit, kiwifruit’s quality characteristics are jointly influenced by cultivar and production environment. However, current issues in China’s main production regions, such as a narrow cultivar structure and insufficient regional distinctiveness, highlight the urgent need for systematic evaluation of quality differences among cultivars to guide industrial optimization. This study investigated 32 commercially cultivated kiwifruit varieties grown in same climatic region, conducting statistical analysis and comprehensive evaluation on 20 quality indicators encompassing fruit appearance, flavor, and nutritional attributes. The results revealed significant differences in fruit quality both between and within species. Objective evaluation methods (membership function principal component analysis, and entropy weight) and a combined subjective-objective approach (entropy weighted-analytic hierarchy process, EW-AHP) were employed to establish comprehensive fruit quality evaluation models. Among these, the EW-AHP model exhibited the highest consistency with sensory evaluations, confirming its reliability. According to the EW-AHP model, ‘Hongyang’, ‘Fenghuang 1′, and ‘Cuiyu’ ranked highest due to their high sugar and low acid content, securing the top three positions. Seven other cultivars—‘Donghong’, ‘Hongshi 2′, ‘Huayou’, ‘Qihong’, ‘Lushanxiang’, ‘Yunhai 1′, and ‘Cuixiang’—also ranked within the top ten owing to their superior flavor and nutritional profiles. In contrast, cultivars such as ‘Jintao’, despite their appealing appearance, scored lower in comprehensive evaluation due to their high acidity. The proposed EW-AHP method effectively mitigates biases inherent in single evaluation approaches, providing a scientific basis for regional cultivar selection and precise alignment with consumer markets. This study holds significant implications for advancing the high-quality development of the kiwifruit industry.