Innovation in the fruit industry: need for convenience

Why is it that bulk sales of apples are many times bigger than of oranges while the reverse holds true for orange juice relative to apple juice? Clearly other factors than liking and price are at play – both fruits are well-liked and similarly priced. Consumers’ demand for convenience is the most likely reason and also a key reason why sales of easy-peel citrus fruit are booming compared to traditional cultivars. This article takes a closer look at the convenience phenomenon and argues its importance as a key driver in horticultural product innovation.