Biofortification of food crops with iodine is a novel approach to preventing iodine deficiency in humans. The present study analyses the consumer target groups and the market potential of iodine-biofortified fruit and vegetables in Germany. For this purpose, an online survey of 1016 German fruit and vegetable consumers was conducted to investigate the acceptance of different product categories as well as relevant criteria for the market launch. The results show that iodine-biofortified fruit and vegetables are particularly attractive to consumers who purchase at farmers’ markets, organic food shops, and farm stores. Out of this group, 39% of consumers rate such iodine-rich foods as very appealing. They attach importance to food that naturally contains iodine and prefer produce from integrated domestic cultivation. With their focus on sustainability and naturalness, this group of consumers clearly differs from typical users of dietary supplements, who are primarily concerned with health benefits. However, overall about 85% of respondents would prefer biofortified fruits and vegetables to supplements to improve their iodine supply. The greatest market potential for iodine-biofortified fruit and vegetables is to be expected in supermarkets, as this is the preferred food shopping location for most consumers. A total of 28% of those who buy here rate the biofortified foods presented as very appealing. Nevertheless, a successful market launch requires that the benefits of the new products are communicated according to the potential consumer group needs.

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.

Iron deficiency is a widespread global health concern affecting women, in particular, but also individuals adhering to vegan or vegetarian diets, as well as athletes. Inadequate iron intake can lead to various diseases, necessitating an iron-rich diet or dietary supplements. In addition to existing iron-enriched functional foods and supplements, the potential emergence of iron-biofortified vegetables, high in vitamin C, could enhance iron absorption in the future. As these vegetables are not established in the German food market, identifying the target group before market launch is crucial. To address this, a quantitative online survey of 1000 German consumers was conducted, focusing on purchase and consumption motives such as sustainability, naturalness, fitness, fresh food, convenience, preventive medical care, and pleasure. The analysis revealed four health-oriented consumer clusters. The "holistically committed" cluster pursued a comprehensive health approach, including active self-care, medical precautions, and environmental considerations. The "fitness pragmatists" cluster, primarily composed of young consumers, prioritized external health aspects with a focus on physical appearance. The "simply provisioners" cluster viewed preventive health care as integral to medical attention, emphasizing the need for quick and easy health solutions. Despite initially appearing unrelated to health concerns, the "hedonist" cluster, valuing pleasure-driven food choices, regularly cooked and appreciated variety and naturalness, indirectly supporting a health-oriented lifestyle. The cluster analysis showed high purchase potential for biofortified foods among sustainability- and naturalness-focused innovators, as well as pleasure-oriented consumers. Their broad acceptance highlights the demand for healthy, minimally processed foods. However, biofortified foods compete with dietary supplements and functional foods, resulting in an individualized product mix among target groups.