Consumer Awareness and Consumption Pattern of Millets and Millet-Based Products in Raipur City, Chhattisgarh

Hulas Pathak, Kothuru Naga Madhu Kiran and A. K. Gauraha

Indian Journal of Agricultural Economics, 2023, vol. Volume 78, issue Number 3

Abstract: Millets are gaining prominence in recent years due to their nutritional value, gluten-free nature, adaptability, water efficiency, support to sustainable farming, economic potential for small-scale farmers, making them essential for health, environment, and livelihoods. This year has been declared as the “International Year of Millets” (2023) at the behest of Government of India. Many States like Odisha, Chhattisgarh, Andhra Pradesh etc. have launched Millet Missions to encourage millet cultivation, research, and consumption. In this background, this paper explores consumer awareness and consumption patterns of millets and millet-based products in Raipur city, Chhattisgarh. A survey was conducted among 150 participants to analyse their level of awareness, sources of awareness, reasons for consumption, consumption patterns, and factors influencing the consumption patterns of millets and millet-based products. Among the 150 respondents, only 31 per cent (n = 46) reported frequent consumption of millets (once or more times a week). The study also revealed, a significant association between consumer awareness and the consumption patterns of millets and millet-based products (p < 0.001), 57 per cent of respondents are moderately familiar with millets, while 23 per cent are very familiar, and 20 per cent are less familiar. Health benefits (35 per cent), gluten-free options (41 per cent), and cultural preferences (13 per cent) emerged as key drivers of millet consumption among frequent consumers. Furthermore, the study highlights the influence of demographic factors such as age, education level, family income, and occupation on millet consumption patterns. The study underscores the need to target low awareness segments, lower income groups, and younger age groups to promote millet consumption. Additionally, integrating millets into the Public Distribution System (PDS) and establishing millet cafes across all cities of Chhattisgarh and Odisha are recommended as effective strategies to increase millet consumption at the household and community levels. These findings enrich the current body of knowledge and offer valuable insights for policymakers, researchers, and stakeholders, guiding the creation of targeted initiatives aimed at fostering sustainable food systems within distinct demographic segments. Future research could focus on evaluating the effectiveness of targeted interventions, conducting sensory evaluations of millet-based products among different demographic groups, and assessing the socio-economic impact of millet promotion initiatives. By addressing these factors, one can effectively promote millet consumption, improve nutrition, and contribute to the overall well-being of the population.

Keywords: Food; Consumption/Nutrition/Food; Safety (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ags:inijae:345233

DOI: 10.22004/ag.econ.345233

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