This study investigates the determinants of consumers’ willingness to pay (WTP) for black walnuts in the US.
The study uses data from a 2023 survey of 916 US consumers and applies an ordered logit regression analysis to assess the determinants of WTP.
Income, consumption frequency and awareness of the health benefits of black walnuts significantly influence WTP. Moreover, 57% of individuals in our sample are willing to pay more for black walnuts than the current market price for English walnuts, the main competitor, highlighting a substantial market opportunity for black walnuts.
The demand for nuts, both domestically and globally, has seen a remarkable increase in recent years, largely driven by their perceived health benefits across various consumer segments. However, not all nut varieties have experienced commensurate growth, leading to a need for detailed analysis of consumer preferences, particularly for nuts with slower growth trajectories, such as those within the walnut industry. Within the walnut industry, black walnuts (Juglans nigra) stand out with unique production and commercialization dynamics – sourced predominantly from wild trees, boasting distinctive flavors and health benefits, yet facing significant challenges such as limited commercial scale, lower yields and the presence of only one processor in the US. These factors highlight the substantial market potential for black walnuts and make studying this unique crop essential for stakeholders across the nut industry who are interested in enhancing the competitiveness of the black walnut industry.
