Assessing Fruit Perception Using Focus Groups

Today, only a minority of the world’s population consumes the recommended daily amount of fruits and vegetables. Even though fruit growing has a long tradition in the Western Balkan countries, fruit consumption should be encouraged as it is a basic element of a healthy diet. During the FOCUS Balkans project, fruit perception and consumption was studied with a qualitative and quantitative approach. This chapter describes the application of focus group discussions as a widely employable method in food consumer science.