The Influence of Selected Demographic and Economic Factors on Warsaw Inhabitants' Attitude to Fruit and Vegetables Consumed in the Form of Convenience Food

In view of the fact that fruit and vegetables market is an important segment of food sector, this article presents the results of research on preferences of Warsaw residents in terms of fruit and vegetable products from the group of convenience food, including the knowledge and popularity of this type of products, evaluation of views and attitudes to this form of nutrition, the reasons for purchase and the declared purchase frequency. The studied consumers had different perception of this food category and their interest in it was not excessive. Especially age and social status were the variables differentiating the factors for choosing this type of food. Other determinants of the choice were taste, freshness, aroma, colour and quality. The rise in popularity of convenience food products, including fruit and vegetables, will be largely dependent on the proper promotional activities. These measures should aim not only at informing consumers about new products, but emphasise forming positive opinions on this type of food in the first place, and adjusting the offer to the structure of the needs of different purchasing groups. Juices and drinks, concentrates and vegetable purees forming a component for preparing meals as well as frozen products, purchased at the time of limited supply of fresh goods, are likely to be the most frequently purchased products.