Abstract
The aim of this study was to investigate the preferences of young adults in the Polish apple market in response to the declining consumption of these fruits. To address the research questions, a study was conducted among young adults using a custom-designed online questionnaire. The research sample consisted of 729 participants. The data were analyzed using ANOVA, and due to the nature of the data, Wilcoxon tests were also employed to examine differences. The most frequently purchased fruits among young adults were bananas and apples; however, strawberries and raspberries were the most favored. The most preferred apple cultivars were bicolored (e.g., Jonagored) and red (e.g., Gala Royal), while yellow cultivars (e.g., Golden Delicious) were perceived as the least attractive. Young consumers favored apples that were juicy, firm, and moderately sweet. This study demonstrated that the skin color of an apple was associated with expectations regarding its firmness and sweetness. Apples with intense coloration (dark red and green) received the highest valuations, particularly when organically grown. In contrast, apples from conventional production systems were valued below their market price by young consumers, indicating the need for strategies aimed at enhancing their perceived value.