MARKET STUDY ON FRUIT PULPS IN SALTOS DEL GUAIRÁ, PARAGUAY

Abstract

Fruit pulp is the result of processing fresh fruit, where its fleshy part is extracted. This product is used in the production of juices, nectars, smoothies, cocktails, and others, and serves as an alternative that facilitates fruit consumption. The objective of the research was to analyze the market for fruit pulps in Saltos del Guairá, Paraguay. A quantitative, descriptive, non-experimental methodology was used, and the population consisted of 100 people from Saltos del Guairá who were surveyed. Data collection took place during the second semester of 2024. Market analysis shows that 74% of respondents are women, which influences purchasing decisions regarding fruit pulps. Additionally, 64% are workers and 27% are students. Although 64% consume pulps, 41% do not purchase them regularly, presenting a market opportunity, especially with 16% interested in trying them. The purchase frequency indicates that 40% acquire pulps once a week. Supermarkets are the most popular purchase location at 42%, but 44% do not buy this product, highlighting an untapped segment. Fruit preferences mainly include tropical varieties. Furthermore, 63% are aware of the nutritional benefits of pulps, which can be useful for their promotion. The motivation for purchase focuses on nutritional value (71%) and flavor (46%), with 83% wishing to integrate them into their diet. Consumers prefer low prices, specifically 10.000 Gs, suggesting that competitive pricing strategies are essential. The study contributes to the understanding of fruit pulp consumption and its acceptance in the local market, providing information to develop marketing and promotional strategies based on consumer preferences and habits.