Sea buckthorn products - what is their consumer acceptance in Baltic States? Dr.sc.ing. Dalija Seglina

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1 Sea buckthorn products - what is their consumer acceptance in Baltic States? Dr.sc.ing. Dalija Seglina Latvia State Institute of Fruit Growing

2 The research was done using a consumer questionnaire including eight questions about sea buckthorn

3 1. Do you know sea buckthorn? 1%

4 2. Do you eat sea buckthorn? 14% 11% 31% 44% Yes, regularly Sometimes Rarely No

5 2. Do you eat sea buckthorn? (country) Estonia No Lithuania Rarely Sometimes Yes, regularly Latvia

6 2. Do you eat sea buckthorn? (education) Elementary school diploma High school diploma No Rarely Sometimes Yes, regularly University degree

7 2. Do you eat sea buckthorn? (age) > 56 years years years years No Rarely Sometimes Yes, regularly < 25 years

8 3. What sea buckthorn products do you eat? 28% 19% Fresh berries Juice 8% I don t eat sea buckthorn products at all Other products 45%

9 3. What sea buckthorn products do you eat? (country) Estonia Other products Lithuania I don t eat sea buckthorn products at all Juice Latvia Fresh berries

10 3. What sea buckthorn products do you eat? (education) Elementary school diploma Other products High school diploma I don t eat sea buckthorn products at all Juice University degree Fresh berries

11 3. What sea buckthorn products do you eat? (age) > 56 years Other products years years I don t eat sea buckthorn products at all Juice years Fresh berries < 25 years

12 4. Do you know why eating sea buckthorn is healthy? 16% It contains vitamin C It contains oil 5% Other reasons 34%

13 4. Do you know why eating sea buckthorn is healthy? (country) Estonia Other reasons Lithuania It contains oil It contains vitamin C Latvia

14 4. Do you know why eating sea buckthorn is healthy? (education) Elementary school diploma 2 98 Other reasons High school diploma University degree It contains oil It contains vitamin C

15 4. Do you know why eating sea buckthorn is healthy? (age) 21 > 56 years 33 Other reasons years It contains oil years It contains vitamin C years < 25 years

16 5. What sea buckthorn processing products do you know? 1% Juice (drinks) 12% 3% Oil Jam 22% 26% Alcoholic drinks (wine, liqueur, etc.) Others processing products

17 5. What sea buckthorn processing products do you know? (country) Estonia Lithuania Others processing products Alcoholic drinks (wine, liqueur, etc.) Jam Oil Latvia Juice (drinks)

18 5. What sea buckthorn processing products do you know? (education) Elementary school diploma 5 5 Others processing products Alcoholic drinks (wine, liqueur, etc.) High school diploma Jam Oil University degree Juice (drinks)

19 5. What sea buckthorn processing products do you know? (age) > 56 years years years years < 25 years Others processing products Alcoholic drinks (wine, liqueur, etc.) Jam Oil Juice (drinks)

20 6. Is information available about sea buckthorn sufficient? 16% 2% Yes, it is sufficient 6% Yes, it is rather sufficient 29% 29% No, it is rather not sufficient No, it is not sufficient Hard to tell

21 6. Is information available about sea buckthorn sufficient? (education) Elementary school diploma Hard to tell High school diploma No, it is not sufficient No, it is rather not sufficient University degree Yes, it is rather sufficient Yes, it is sufficient

22 7. Do you use sea buckthorn oil? 32% 68% Yes No

23 7. Do you use sea buckthorn oil? (country) Estonia Lithuania No Yes Latvia

24 7. Do you use sea buckthorn oil? (age) > 56 years years years No Yes years < 25 years

25 8. Where have you noticed sea buckthorn or its processing products? 14% 1%3% 3% At the store At the chemist s At the market 26% At the direct distributers Nowhere Other 26%

26 8. Where have you noticed sea buckthorn or its processing products? (country) Other Estonia Lithuania Nowhere At the direct distributers At the market At the chemist s Latvia At the store

27 Conclusions Consumers in Baltic States know seabuckthorn (SBT); 11% of respondents eat SBT or their products regulary. Consumers over 36 years use SBT more than young people; 45% of respondents use SBT juice (or drinks), 19% use fresh fruits, 28% use other products (youghurth, jam, marmelade, syrup etc.), but 8% never ate SBT products; By opinion of 5% respondents SBT is healty due to high content of vitamin C, but 34% - because they contain oil. There was no difference between age groups of consumers;

28 Conclusions All respondents know SBT products fairly well 3% know juice or drinks, 26% - oil and 22% - jam; 2% of respondents wrote that available information about SBT is sufficient, but 29% wrote that it could be better. People with highest education can find information better. 32% of respondents use SBT oil and with increase of age use of SBT increases (16% below 35 years, 51% over 36 years); The general places where consumers buy SBT products are: at the store (3%) and 26% at the chemist s or market, 14% - at the direct distributors.

29 Thanks to: Tiina Lougas Estonia Juozas Lanauskas Lithuania Ilze Seglina Sandra Seglina Andris Seglins Latvia

30 THANK YOU FOR THE ATTENTION!