Description:
<jats:title>Abstract</jats:title><jats:sec id="S136898002100478X_as1"><jats:title>Objective:</jats:title><jats:p>To evaluate the potential of products made out of underutilised fruits and vegetables for closing seasonal nutritional gaps among rural and urban consumers in East Africa.</jats:p></jats:sec><jats:sec id="S136898002100478X_as2"><jats:title>Design:</jats:title><jats:p>The multinational analysis combines sensory testing and experimental auctions to assess consumers’ perceptions and willingness to pay (WTP) for 6 different fruit and vegetable products.</jats:p></jats:sec><jats:sec id="S136898002100478X_as3"><jats:title>Setting:</jats:title><jats:p>Open markets in rural and urban areas in Kenya, Tanzania and Uganda.</jats:p></jats:sec><jats:sec id="S136898002100478X_as4"><jats:title>Participants:</jats:title><jats:p>There were 939 male and female adults who were at least 18 years old.</jats:p></jats:sec><jats:sec id="S136898002100478X_as5"><jats:title>Results:</jats:title><jats:p>Tobit models for each product show that besides sensory perception, similar socio-demographic characteristics influence consumers’ WTP for these products in all 3 countries. The products are especially liked among younger, male and urban consumers.</jats:p></jats:sec><jats:sec id="S136898002100478X_as6"><jats:title>Conclusion:</jats:title><jats:p>We conclude that there is demand and a potential market for processed fruit and vegetable products based on indigenous raw material in East Africa. The products, thus, have promising potential to improve nutrition, especially during off-season conditions when access to fresh produce is limited.</jats:p></jats:sec>