Discovering niche markets for elderberry juice in the United States

Abstract

This study contributes to the limited research on elderberry (Sambucus sp.) marketing and consumer preferences by eliciting consumers' familiarity with elderberry products and identifying and profiling market segments for elderberry products. Results of a survey, distributed online to a sample of U.S. consumers, show one-third of respondents to be familiar with elderberry. The most common elderberry products sampled and purchased were juice, jelly, and wine. The consumer sample was divided into current and potential consumer groups. Health conscious and less health-conscious consumer segments were identified within each group, composing four market segments in total. Current elderberry consumers (14% of respondents) are on average younger, more educated, and less price sensitive than potential consumers. They strongly prefer locally produced juices and elderberry juice to other types of juices. For this category of consumers, elderberry juice products can be positioned as novelty products that are perceived to be healthier and more expensive than other comparable products. Including a qualified health claim on the label would reinforce the health benefits of elderberry products and potentially increase less health-conscious consumers' likelihood to purchase them. Market segments comprised of those who have not tried elderberry yet are characterized as appreciating locally produced products but as having greater price sensitivity than current consumers. Elderberry juice products can be introduced to these segments as value healthy products [similar to cranberry (Vaccinium macrocarpon)], emphasizing the health benefits and local origins while maintaining a lower price.