This study aimed to identify the consumer profile, to characterize the frequency and the main fruit consumption habits, as well as to analyze the factors that affect the consumption of the resident population of the West regions of the state of Rio Grande do Sul in the border with Argentina and Uruguay. An exploratory survey was conducted in 2012, using a transversal and population-based approach, constituting in questionnaire application to people living in the border cities of Uruguaiana, Itaqui, São Borja and Santana do Livramento. The survey was composed of 400 consumers living in the four cities studied. The results indicate that only one third of the interviewees consume fruit daily being consumption more frequent among women. Fruits for human consumption are mainly bought in supermarkets. Among the reasons influencing fruit consumption stands out the distinction of fruit as a healthy food, and appearance is the most adopted criterion to choose the fruit. The main fruits consumed by interviewees in the region are bananas, apples, oranges, papayas and mangos, respectively. Price reduction, habit creation and improved fruit quality are important factors for the increasing consumption of fruits in this region.
consumer profile; Fruitculture; quality; food
