Consumer purchase and use of edible flowers: Results of three studies

Three separate marketing studies were conducted during 2000 to determine consumer purchase behavior, use, and potential for purchasing edible flowers. First, a telephone survey was administered to 423 randomly selected residences in the Metro-Detroit area. Participants with some college education were more likely to have eaten edible flowers, would be more likely to eat them, and would be more likely to buy them. A second survey conducted with 25 Michigan Master Gardeners collected more detailed responses about edible flower purchase and use. Females were more likely to purchase edible flowers than males. Single-person households were less likely to have grown edible flowers than larger households. Participants with an annual income ≦$39,999 were half as likely to have purchased edible flowers as the higher income group. A third consumer survey was conducted over a 6-week period with three Metro-Detroit area grocery stores where consumers purchased containers of edible flowers with an attached survey form. A total of 243 of 360 containers of edible flowers were sold, and we received a 27% response rate. All respondents (100%) with an annual income ≧$30,001 were likely to like the flavor of the flowers. Across all three studies, there were few significant differences between demographic characteristics, which indicates that a homogeneous marketing strategy may effectively reach consumers. Based on these results, there appears to be is consumer interest in edible flowers, some consumers have had experience using and serving them, and will purchase them in grocery stores if marketed to attract the consumers interest.