Vegetables with Enhanced Iron Bioavailability-German Consumers' Perceptions of a New Approach to Improve Dietary Iron Supply

Iron deficiency is still widespread as a major health problem even in countries with adequate food supply. It mainly affects women but also vegans, vegetarians, and athletes and can lead to various clinical pictures. Biofortification of vitamin C-rich vegetables with iron may be one new approach to face this nutritional challenge. However, so far, little is known about the consumer acceptance of iron-biofortified vegetables, particularly in developed countries. To address this issue, a quantitative survey of 1000 consumers in Germany was conducted. The results showed that depending on the type of vegetable, between 54% and 79% of the respondents were interested in iron-biofortified vegetables. Regression analysis showed a relationship between product acceptance, gender, and area of residence. In addition, relationships were found between consumer preferences for enjoyment, sustainability, and naturalness. Compared to functional food and dietary supplements, 77% of respondents would prefer fresh iron-rich vegetables to improve their iron intake. For a market launch, those iron-rich vegetables appear especially promising, which can additionally be advertised with claims for being rich in vitamin C and cultivated in an environmentally friendly way. Consumers were willing to pay EUR 0.10 to EUR 0.20 more for the iron-biofortified vegetables.

Automated summary

Iron deficiency is a widespread health problem that affects women, vegans, vegetarians, and athletes. Biofortification of vitamin C-rich vegetables with iron is a potential solution to this nutritional challenge. A survey of 1000 consumers in Germany found that between 54% and 79% of respondents were interested in iron-biofortified vegetables. Product acceptance was related to gender, area of residence, and consumer preferences for enjoyment, sustainability, and naturalness. Fresh iron-rich vegetables were preferred over functional food and dietary supplements, and consumers were willing to pay EUR 0.10 to EUR 0.20 more for them.