Millet consumption- Do Indian consumers prefer RTC and RTE small millet-based food products

P Veeramani; H Subbian; RA Khan; V Arumugam; A Venugopal

doi:10.14719/pst.5891

Authors

P Veeramani Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0009-0006-2624-382X
H Subbian Department of Social Sciences, Forest College and Research Institute, Mettupalayam 638 109, Tamil Nadu, India https://orcid.org/0000-0002-5636-0502
RA Khan Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0000-0002-3476-0003
V Arumugam Department of Agricultural Economics, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0000-0002-7901-1575
A Venugopal Department of Physical Science and Information Technology, Tamil Nadu Agricultural University, Coimbatore 641 003, Tamil Nadu, India https://orcid.org/0000-0001-7585-9571

DOI:

https://doi.org/10.14719/pst.5891

Keywords:

consumer preferences, millet consumption, RTC, RTE, small millets

Abstract

For centuries, India's diverse agricultural landscape has recognized millet as a vital source of nutrition and a resilient crop, offering a sustainable solution to address food security challenges. Alongside other small-seeded grains, millet has been traditionally regarded as a staple food in India. This study provides insights into the dynamics of the small millet market in India, highlighting the key factors driving consumer preferences, which were analyzed using the Plackett-Luce model. The analysis reveals a general decline in the area under small millet cultivation, despite improved productivity in recent years. Millet consumption patterns indicate a rising preference for other types of millets over sorghum, particularly in urban areas. Millet-based Farmers Producer Organizations (FPOs) and startups play a critical role in meeting the growing demand for millet-based products. Consumer’s choices are primarily driven by factors such as availability, quality, and price, while taste, brand, and nutritional benefits, though important are comparatively less influential.

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