Can Dried Fruits Replace Unhealthy Snacking among Millennials? An Empirical Study on Dried Fruit Consumption in Italy

The consumption of dried fruits in place of unhealthy snacks, which are rich in sugars, salt, and fats, could represent a valid option for reaching the daily intake recommended by the WHO for fruits and for encouraging the adoption of a sustainable diet. However, the consumption of dried fruits is lower than that of unhealthy snacks, especially among young people. Therefore, to foster young people’s intentions to consume dried fruits instead of unhealthy snacks, it is important to identify the factors underlying millennials’ consumption intentions. Using a convenience sample of 174 Italian millennials, this paper aimed to understand the factors influencing young people’s intentions to consume dried fruits by measuring their willingness to pay a price premium. The findings showed that under half of respondents were willing to pay an extra premium for dried fruits. The intentions to consume dried fruits among Italian millennials would seem to be characterized by a certain predisposition toward novelty, as revealed by the attitudes of being neophiliacs, as well as by convenience and emotional aspects related to the product. Relative to socio-demographic factors, Italian millennials with higher household incomes and high educational levels tended to show a high willingness to pay a price premium for dried fruits. These results may have theoretical, managerial as well as policy implications. They could enrich the existing literature on dried fruits consumption and provide suggestions for practitioners wishing to adopt effective marketing strategies and specific promotion campaigns, as well as for government policies or programs.