Consumer Acceptance and Preference Study (CAPS) on Brown and Undermilled Indian Rice Varieties in Chennai, India

Abstract

Objectives To study consumer acceptance of unmilled brown and under milled rice among urban south Indians. Methods Overweight and normal weight adults living in slum and non-slum residences in Chennai participated (n=82). Bapatla (BPT) and Uma (red pigmented) rice varieties were chosen. These rice varieties were dehusked (unmilled, 0% polish) and further milled to 2.3% and 4.4% polishing (under milled). Thus nine rice samples in both raw and parboiled forms were provided for consumer tasting over a period of three days. A hedonic 7-point scale was used to rate the consumer preferences. A validated questionnaire was used to collect demographic, anthropometric, medical history, physical activity, dietary intake data and willingness of the consumers to switch over to brown rice. Results Consumers reported that the color, appearance, texture, taste and overall quality of the 4.4% polished rice was strongly preferred in both varieties and forms. Ratings for 0% polished (brown rice) were substantially lower than those of 2.3% polished rice, which were intermediate in ratings between 0% and 4.4% polishing. However, most of the consumers (93%) expressed willingness to substitute brown or 2.3% polished rice if affordable after the taste tests and education on nutritional and health benefits of whole grains. Conclusion While most consumers’ preferred polished white rice, education regarding health benefits may help this population switch to brown or under milled rice. Cooking quality and appearance of the grains were perceived as the most important factors to consider when purchasing rice among Chennai urban adults.

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