Journal of Scientific Research and Reports

Apples hold a prominent place in the horticultural economy of Himachal Pradesh, with Shimla district serving as the leading production hub. While production and marketing aspects have been widely studied, relatively little attention has been given to consumption patterns of apples and their value-added products, which are essential for strengthening the apple value chain. The present study was conducted in 2024 in the Shimla district to examine the consumption patterns and constraints related to apples and apple-based products. A total of 100 consumer respondents, 50 each from urban and rural areas, were selected using a multistage cluster sampling technique. Primary data were collected through a structured interview schedule and analysis was carried out using descriptive statistics for consumption and expenditure patterns, while Garrett’s ranking technique was applied to prioritize consumer constraints. The results revealed that fresh apple consumption was universal (100%) across respondents. On average, urban households spent ₹624 per month on apples during the peak season and ₹444 in the off-season, while rural households reported ₹493 and ₹383, respectively. Rural consumers often rely on apples from their own orchard, resulting in lower market expenditure despite similar consumption volumes. For apple-based products, annual expenditure was highest on apple flour/cereal (₹3,792 urban; ₹1,812 rural), followed by juice (₹948 urban; ₹482 rural), with awareness and adoption significantly higher in urban areas (42%) compared to rural areas (22%). Health benefits were the primary motive for apple consumption in urban areas, while taste and seasonal preference dominated in rural areas. Constraints differed across groups as seasonal scarcity and price volatility ranked highest for urban and rural consumers, respectively, while for processed products, high cost and limited awareness were major barriers. The study recommends strengthening consumer awareness of processed products, ensuring affordability through pricing interventions and improving year-round availability to reduce seasonal fluctuations.