Analysis of Market Structure, Pricing Systems, and Consumer Preferences for Breadfruit (Artocarpus altilis) in Ife East LGA, Osun State, Nigeria

This study examined the market structure, pricing systems, and consumer preferences for breadfruit (Artocarpus altilis) in Ife East LGA, Osun State, Nigeria. Using a purposive sampling technique, three primary markets (Oja-Ife, Adedoyin, and Ajifowobaje) were selected, followed by the selection of 100 respondents, comprising 50 active traders and 50 consumers. Data were analyzed using descriptive statistics, Likert-scale rankings, and marketing margin (MM) analysis to evaluate economic efficiency. Findings indicate that the breadfruit trade is a female-dominated enterprise, with 46% of traders and 32% of consumers within the 41–50 age bracket. Sourcing is primarily from farmlands (72%), with supply peaking during the rainy season (July–August). The marketing channel is characterized by a short distribution chain consisting of producers, village merchants, retailers, and consumers. Transactional analysis shows that bulk procurement occurs in basket units (20–24 fruits) at a mean price of N1,600, while retail trade is standardized into sets of four fruits at N400. Marketing margin analysis revealed a retail markup of approximately N80–N130 per set, which offsets transportation and spoilage risks. Consumer demand is driven by long-standing cultural background and seasonal availability rather than household income, highlighting breadfruit as a socially inclusive staple. However, sustainability is hindered by seasonal scarcity and inadequate storage facilities. The study suggests that improving traditional drying systems and formalizing farm-gate trade units are essential for enhancing market performance, while continued research into varietal improvements and off-season cultivation remains critical for moderating extreme seasonal supply patterns and ensuring a more consistent year-round market.