PRof ILE of ORANGE CONSUMPTION AND CONSUMER ATTITUDES TO MINIMALLY PROCESSED ‘PERA’ ORANGE IN MUNICIPALITIES of THE STATE of SÃO PAULO

Abstract

The objective of this work was to investigate the prof ile of orange consumption and consumer attitude to minimally processed orange. Seven hundred and seventeen questionnaires were applied in commercial establishments in three municipalities in the State of São Paulo, Brazil. Main results of this research are: orange is a highly appreciated fruit, being consumed in natura and also as its natural juice, moreover orange is purchased weekly at hypermarkets, the purchase intent for minimally processed orange was low and the likely consumers’ willingness of paying for that product would be near 200% over the ‘in natura’ fruit. Considering the high consume of ‘in natura’ orange and the increasing need for convenience and practicality, it is possible to affirm that there is a potential for commercializing minimally processed orange.

Keywords

• Citrus sinensis L. Osbeck
• minimal processing
• sensory acceptance