An Investigation into Consumer Preferences Regarding Millet and Millet-Based Value-Added Products

Author: Sangappa, Abbuseat, Kailashnath, D. Rafi E. Charishma, K. Ramakiran and Ravi, S.C.

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Abstract

To delve into consumer preferences regarding millets and millet-based products, a survey was undertaken in Hyderabad, involving 200 participants. The study explores consumer preferences and consumption patterns of millets, revealing that 50 percent of respondents prioritize health benefits as the main reason for consuming millets. Health advantages include the control of blood pressure, diabetes reduction, improved digestion, skin health, and vision. Gluten-free nature ranks as the second major reason, followed by rich fiber and nutrient content, and weight control. Most respondents consume millets during breakfast and dinner (78%), citing the availability of diverse millet breakfast items. High price and limited knowledge regarding millet culinary preparation were the major factors hindering the millet consumption. To promote millet consumption, the study suggests increasing awareness, addressing pricing concerns, emphasizing health benefits, and diversifying millet-based products. Additionally, incorporating millets into public distribution systems and ensuring availability in local markets can enhance awareness and accessibility.

Keywords

Millets, Nutrition, Consumer Preference, Consumption, Health Benefits

Conclusion

All respondents were aware of millets and millet-based value-added products. Most responders got information on millets from ICAR-IIMR, Hyderabad roadshows, walkathons, and awareness activities, as well as social media and TV. The findings reveal that the majority of respondents prioritize health benefits as the primary reasons for consuming millets. Additionally, gluten-free property and high fiber content influenced the consumption of millets. The factors influencing consumer preference for millets and millet products include their perceived high nutritional value, appealing taste, and overall quality. However, the study identifies high prices and limited knowledge regarding millet culinary preparation as significant constraints faced by consumers. To promote millet consumption, the prime thing to focus is to increase awareness, address price concerns, to emphasize health benefits and nutritional content of millets. Providing accessible and user-friendly recipes, cooking demonstrations, and highlighting the nutritional benefits of millets can contribute to increased knowledge and utilization in the kitchen. Additionally, considering millets in public distribution systems will create more awareness on millets among the rural and urban areas. Diversifying and making millet-based products more available may enhance consumption, especially among different age groups and genders. Including millets in public distribution channels will also raise rural and urban awareness. Providing millets in local markets and grocery stores and using culinary innovation tactics can help study area respondents overcome their constraints.

References

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How to cite this article

Sangappa, Abbuseat, Kailashnath, D. Rafi E. Charishma, K. Ramakiran and Ravi, S.C. (2023). An Investigation into Consumer Preferences Regarding Millet and Millet-Based Value-Added Products. Biological Forum – An International Journal, 15(10): 1346-1350.