AbstractThe objective of this work was to estimate the expectation of change in sensory properties of fruits by analyzing the different choice criteria at purchase and consumption occasions. Bananas were taken as a case study, evaluated with consumers from Argentina, Ecuador, and Spain. A set of 10 digital images of bananas ranging from totally green to overly ripe were first submitted to a trained panel to ensure there were significant differences between them on a ripening scale. These images were then presented to 300 consumers in total from Argentina, Ecuador, and Spain. Consumers assessed each image choosing between under‐ripe, ok, or over‐ripe; considering two different occasions: when purchasing the bananas and when consuming the bananas in their homes. Based on hue‐angle measurements, survival analysis statistics were applied to estimate the optimum ripening indexes (ORI). ORI for purchase occasions were lower than for home consumption occasions, that is, bananas are bought greener, with the expectation that they would ripen to the adequate stage in the period between purchase and consumption. There were also differences between the ORI estimated over the three countries. On average, Argentine consumers preferred riper bananas than Ecuador or Spanish consumers.Practical applicationsFor certain fruits, such as bananas shown in this study, consumers consciously choose or ask for a not totally ripe product with the expectation that it will reach optimum ripeness on the consumption occasion. Retail stores should consider this fact in marketing their products providing recommendations for consumers, such as “keep at room temperature and consume after 2 or 3 days”; or “we recommend you consume this melon today.” For the particular case of bananas, the current commercial chart used to estimate banana maturity based on sensory appearance would not always be adequate. This work provides a range of maturation based on consumer input, both for purchase and home‐consumption situations. These ranges could serve as a guide for retail stores that sell bananas in different countries.