Measuring consumers' interest in instant fortified pearl millet products: a field experiment in Touba, Senegal

Kariuki, Sarah; Traoré, Djibril; Taylor, John R.N.; Ferruzzi, Mario G.; Hamaker, Bruce R.

doi:10.1002/jsfa.8722

Cited by 28 publications

(41 citation statements)

References 28 publications

(59 reference statements)

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“…However, our results show that there are few, if any, effects of socioeconomic characteristics on preferences as well as WTP for specific traits, in line with a similar study in Touba. 13 A study on WTP for African leafy vegetables versus imported vegetables, also in Eldoret, found positive effects of education and number of children, but not of income. 31 For maize consumers, a study in 4 countries in East Africa only found an effect of education on the WTP for improved protein quality.…”

Section: Discussionmentioning

confidence: 99%

“…10,12 Most studies use affective tests, which involve sensory evaluation of the new products by representative consumers, in contrast to trained panels. 13 These studies are often combined with experimental auctions, in which participants are asked, either in a laboratory or in a field setting, to make bids for new products 14 ; if properly conducted, these bids represent the true value of that product to the consumers, or their WTP for that product. The BDM procedure is a simulated auction in which participants bid against a random distribution.…”

Section: Introductionmentioning

confidence: 99%

“…This study is complementary to one conducted in Senegal in April 2016, 13 but with notable differences: It is based on the major cereals of East Africa (maize and sorghum, as opposed to pearl millet), 2 preparations (thin and thick porridge), the consumer segment targeted (medium-income consumers, as these are more likely to pay a premium), and an economic analysis of cost versus WTP. The major innovations in this study are its completeness, as it not only combines sensory evaluation and auctions but also incorporates a cost-benefit analysis, where WTP for new traits are compared to their cost of production.…”

Section: Introductionmentioning

confidence: 99%

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Consumer Acceptance and Willingness to Pay for Instant Cereal Products With Food-to-Food Fortification in Eldoret, Kenya

et al. 2020

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Background: Maize is the major food staple in East and Southern Africa, where food-processing industries are emerging fast. New low-cost extrusion cookers allow small enterprises to enter the market for processed cereals, including instant, fortified, and flavored products. Objective: Assess consumers’ interest and preferences for the new products. Methods: Consumers (n = 220) in Eldoret, Kenya, were invited to evaluate 4 new cereal products: (1) sifted maize flour mixed with sorghum, (2) instant sifted mixed flour, (3) instant whole flour, and (4) instant whole flour fortified with natural ingredients and to compare them to conventional sifted maize flour, using 2 preparations: stiff porridge ( ugali) and soft porridge ( uji). These were followed by economic experiments to estimate consumers’ willingness to pay (WTP) for the new products and traits. Results: For ugali, consumers preferred conventional sifted maize flour, while for uji, they appreciated the new products, especially sifted mixed flour (with sorghum) and instant whole mixed flour. Fortification with food-to-food sources was not appreciated, especially for ugali. Comparing WTP for the traits with their production cost showed that mixed, whole, and instant flours were economical, but not fortification. Maize/sorghum mixtures realized a benefit of 24% over conventional maize flour, whole meal 11%, and instant mixtures 5%. Conclusions: There is a potential market for improved cereal products in Kenya, but more for uji than for ugali, especially with instant, mixed, and whole flour. Acceptable and affordable products, fortified with other foods that are locally available, however, still need to be developed, especially for ugali.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Consumer Acceptance and Willingness to Pay for Instant Cereal Products With Food-to-Food Fortification in Eldoret, Kenya

et al. 2020

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“…Recent research in Kenya has shown that FtFF of an instant cereal porridge flour with 20% dried carrot and baobab fruit would currently increase the net cost of the product by approximately 28% on account of the higher costs of these ingredients (De Groote et al, 2020). However, this and related research in Senegal revealed that consumers are willing to pay a significant premium for these products fortified with fruits and vegetables, an additional 12% in Kenya and 4 to 9% in Senegal (De Groote et al, 2018, 2020, which would significantly mitigate the additional cost.…”

Section: Costs Versus Benefitsmentioning

confidence: 93%

What is food‐to‐food fortification? A working definition and framework for evaluation of efficiency and implementation of best practices

Kruger

Taylor

Ferruzzi

et al. 2020

Comp Rev Food Sci Food Safe

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Food‐to‐food fortification (FtFF) is an emerging food‐based strategy that can complement current strategies in the ongoing fight against micronutrient deficiencies, but it has not been defined or characterized. This review has proposed a working definition of FtFF. Comparison with other main food‐based strategies clearly differentiates FtFF as an emerging strategy with the potential to address multiple micronutrient deficiencies simultaneously, with little dietary change required by consumers. A review of literature revealed that despite the limited number of studies (in vitro and in vivo), the diversity of food‐based fortificants investigated and some contradictory data, there are promising fortificants, which have the potential to improve the amount of bioavailable iron, zinc, and provitamin A from starchy staple foods. These fortificants are typically fruits and vegetables, with high mineral as well as ascorbic acid and β‐carotene contents. However, as the observed improvements in micronutrient bioavailability and status are relatively small, measuring the positive outcomes is more likely to be impactful only if the FtFF products are consumed as regular staples. Considering best practices in implementation of FtFF, raw material authentication and ingredient documentation are critical, especially as the contents of target micronutrients and bioavailability modulators as well as the microbiological quality of the plant‐based fortificants can vary substantially. Also, as there are only few developed supply chains for plant‐based fortificants, procurement of consistent materials may be problematic. This, however, provides the opportunity for value chain development, which can contribute towards the economic growth of communities, or hybrid approaches that leverage traditional premixes to standardize product micronutrient content.

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“…To our knowledge, apart from Oparinde et al (2016) and Wanyama et al (2019), who examined the tradeoffs between nutrition and sensory taste, and De Groote et al (2018) between nutrition and naturalness, no study in Sub-Saharan Africa has assessed the tradeoffs between different quality attributes in novel products. This study gives a developing country perspective on consumer preferences and tradeoffs between novelty and other quality attributes of processed foods.…”

Section: Introductionmentioning

confidence: 99%

Consumer preference for novelty in processed foods: a developing country perspective

Alphonce

Waized

Larsen

2020

JADEE

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PurposeThe paper aims to explore consumer preferences for novel and other quality attributes in processed foods. It focuses on preferences for product origin, certification on food quality and standards and tradeoffs between novelty (fortification and highly processed) and other quality attributes.Design/methodology/approachIn total, 317 consumers were randomly selected at a high-end supermarket and a traditional local market in Dar es Salaam, Tanzania. Stated and revealed preference approaches were used to investigate their preferences for different attributes in processed foods. A hypothetical choice experiment was used to assess consumer preference for six baby food attributes and the tradeoffs between the attributes, while the revealed preference method included questions on consumer's actual processed food purchasing and consumption habits. In addition, consumers were asked a series of hierarchical questions assessing the motivation underpinning their choices for different products attributes.FindingsWhen making choices for processed food attributes, consumers are reluctant to choose novel technologies and have a strong preference for natural, nutritious, tasty and quality processed food attributes. However, they are willing to forego their preference for naturalness and to overcome their reluctance to trying novel technologies when the novelty is embedded with such quality benefits as nutrition, but not so when the embedded benefit is convenience. They are also willing to trade off their preference for nutrition for a sensory taste. This suggests that micronutrient deficiencies can be reduced among women and children under five by employing the appropriate strategies in processed food formulation. Further, the preference for product origin highlights the opportunity for national brands to fill the gap created by the increasing demand for processed foods in Tanzania.Research limitations/implicationsThe study claims a developing country perspective but is only representing consumers in one city in a developing country. However, this study speculates that consumers with representative characteristics in such context are likely to behave the same. Furthermore, although this study controlled for a hypothetical bias, having a hypothetical choice experiment with non-shoppers (non-purchasers) could have triggered the hypothetical bias, making participants concentrate more on non-price than price attributes.Originality/valueThe paper offers a developing country perspective on consumers' preferences for novelty in processed foods and tradeoffs with other quality attributes.

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Measuring consumers' interest in instant fortified pearl millet products: a field experiment in Touba, Senegal

Cited by 28 publications

References 28 publications

Consumer Acceptance and Willingness to Pay for Instant Cereal Products With Food-to-Food Fortification in Eldoret, Kenya

Consumer Acceptance and Willingness to Pay for Instant Cereal Products With Food-to-Food Fortification in Eldoret, Kenya

What is food‐to‐food fortification? A working definition and framework for evaluation of efficiency and implementation of best practices

Consumer preference for novelty in processed foods: a developing country perspective

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