Consumer attitudes towards hypoallergenic apples that alleviate mild apple allergy

The development of genetically modified (GM) foods with benefits for consumers may be more acceptable than GM foods with benefits that accrue to industry or producers. The Santana apple is a novel hypoallergenic product suitable for many apple allergic consumers with mild symptomology. The Santana also needs fewer pesticides to be applied in production. A survey was conducted among consumers who bought the Santana in a large-scale “sales pilot”. The Santana was perceived to be beneficial by many apple allergic consumers. Non-allergic consumers were less positive about genetically modified hypoallergenic apples. Overall, traditional breeding was the preferred production strategy, although acceptance of genetic modification as a process did increase with increasing perceived personal benefit associated with products, in particular those which were “medically-related”, or perceived to reduce allergic reactions. Consumer preferences for reduced pesticide usage were also found, although this was more contingent on type of production processes applied.