Analysis of Consumer Preferences for Quality and Safety Attributes in Artisanal Fruit Juices in Kenya

This study used choice experiment survey data from a random sample of 374 respondents to analyze consumer preferences for quality and safety attributes of artisanal fruit juices in Kenya. Results show that consumers had a positive and significant preference for single fruit juices compared to fruit mixtures, private rather than public inspection of the juices, traceability of fruit origin, and vendor’s health. Additives such as colorants, flavors, and preservatives were not preferred. Consumers were willing to pay premiums of up to 200% for artisanal juices that contain single fruits, lack additives, and are inspected by private agencies. These insights should be incorporated in ensuring that artisanal fruit juice designs comply with food quality and safety requirements. Further, there is a need to license and regulate the artisanal juice preparation and handling and to provide training to the handlers on safety and quality requirements.