Assessment of Market Potential of Korean Dried Persimmon in Europe: A Qualitative Review

Dried persimmon is an important agro-food product of South Korea. In recent years, export efforts, especially in Europe, have become critical due to the fact that production has far exceeded domestic demand. This review aims to examine the product characteristics and consumer appeal of Korean dried persimmons and to assess their potential for entry into the European market. A systematic literature review was conducted in accordance with PRISMA guidelines. Academic databases (Google Scholar and Scopus), country export publications and statistics, market reports, and product reviews in the market were used as data sources. Survey-based studies on European consumers' dried fruit taste, frequently consumed dried fruits, and dried fruit consumption habits were also examined. Data after 2020 were used. Sensory and health properties, cultural and brand value, packaging strategies, and market access restrictions were evaluated as main topics. Korean dried persimmons have distinct characteristics such as soft chewability, high nutritional value, and strong cultural identity. They exhibit sensory, textural, and health-beneficial properties that may be attractive to the consumer. However, factors such as cold chain requirements, geographical distance from Europe, use of sulfur preservatives, and low product awareness among European consumers may constitute disadvantages in market entry. The findings indicate that Korean-style dried persimmons may find a response in the European market, especially in the health-oriented consumer segment that is interested in different cultures and different tastes. It has been observed that the consumption of frozen, dried or semi-dried fruit is not a widespread culture in Europe. Therefore, eliminating the need for frozen storage may be advantageous. This product may have significant potential for entry into the European market, especially when positioned as a high-quality healthy snack. For this reason, it is important to abandon the additives used to preserve color.