How well do you know rice consumers?

A glimpse on preferences and habits of urban rice consumers in South and Southeast Asia
Claire Custodio Market Research Team SSD Seminar 02 April 2014

Where are we in the scheme of things?

Market research and market segmentation to guide rice breeding priorities with objectives as follows:
1. To analyze rice preferences of producers, consumers and other stakeholders (shareholders) in the rice value chain To understand consumers purchase and consumption habits; how they choose and value rice grain quality; and how these vary geographically across and within countries, by urban and rural markets, gender and income levels
To define and characterize market segments, and estimate demand for rice and rice by-products by market segment based on both agro-ecological and socioeconomic factors To map and analyze rice value chains and identify constraints for technology adoption and needed policy measures to support efficient value chain operation

2.

3.

4.

Where are we in the scheme of things?

TRB Kick-off meeting, 5 February 2014

How can we make our research more marketoriented?

1. Making R&D more market-driven

Consumers preferences
Stakeholders preferences

Demand, market segments VC constraints & opportunities

Standards, business models Short-medium term

IRRI

2. Making rice markets more R&Ddriven

Testing new products Testing new marketing strategies Testing new business models Building demand, markets

Market

Altering prefs, purchase behavior

Medium-long term

M. Demont

Rapid Appraisal in 2013/2014: Consumer surveys in 24 key cities (plus 2 rural states) in 7 countries in South & Southeast Asia

Fieldwork period: May - June 2013: Philippines, Indonesia, Thailand, India September - October 2013: Vietnam, Cambodia, East India September 2013: Bangladesh January - February 2014: Additional East India

Topics covered in the survey questionnaire

Screening questions Importance of rice Consumption (frequency, quantity, occasions, preferred dishes, Purchase (frequency, quantity, price, packaging, pack sizes, channel) Preferred rice characteristics for family consumption (general preference, dish-specific) Perception towards premium quality, good quality, poor quality Specific varieties/types/brands: awareness, consumption, preference. Source of information for new rice varieties Demographic information

Average interview length: 1 hour and 15 minutes

Focus for today

Consumer habits
How often do urban families consume rice at home? How much rice do they eat? Where do they usually purchase rice?
What are the most preferred rice characteristics that urban families prefer? India and Bangladesh: Are there differences in rice preferences of consumers in different socio-economic classes? Do preferences vary by dish? Thailand: Which segment prefers volume expansion and what are the different association of aroma? Philippines: Which segment is tapped by Jasmine? Vietnam: Who are the market players from consumers standpoint?

Rice preferences

Country highlights

Notes : These are initial findings. We will look at similarities and differences across countries and at city level and socio-economic classes for some cases.

Research design
Target respondents: Males and females 18-64 years old from across socio-economic classes (SEC) MAIN CRITERIA: Involved in grocery decision-making AND in cooking/meal preparation for the household. Random sampling approach: For each city, primary sampling units (PSU) were randomly selected. For most countries, starting point for each PSU was determined by locating prominent establishment such as Mosque (in BD), barangay health center (in PH). Right hand rule was implemented. Interval sampling was done to select the next household In the event that more than one household member qualified, respondent was randomly selected

Research design
Data collection: Face to face interviews Pen & paper structured questionnaire - standardized across countries - translated in local language Spontaneous and prompted elicitations Visual stimuli/showcards

Please tell me your level of involvement in decision-making in the purchase of grocery items including rice in your household.

Research design
(through outsourced market research firm)
Fieldwork period (2-2.5 weeks per country): Philippines: May 15 to June 4, 2013 India: May 15 to June 4, 2013 Thailand: May 16 to June 6, 2013 Indonesia: May 15 to 28, 3013 Fieldwork monitoring: Regular status report Queries and clarifications Fieldwork quality control: Pre-fieldwork: briefing, mock interviews and pilot tests Actual fieldwork: Fieldwork supervisors accompany interviewers for first interviews Minimum 30% back checks/call backs for each interviewer 100% checking of questionnaires Debriefing

Vietnam: Sep 14 to Oct 1, 2013 Bangladesh: Sep 9 to 25, 2013

Achieved sample size

Total n=4,569 (mostly females), age 18-64 years across socio economic classes
Sample size achieved Philippines Metro Manila Cebu City Davao City India (East/South)* Chennai (Tamil Nadu, South) Erode (Tamil Nadu, South) Hyderabad (Andhra Pradesh,South) Kolkata (West Bengal,East) Thailand Greater Bangkok (Central) Chiang Mai (North) 500 200 150 150 820 255 155 209 201 500 200 150 Margin of error (%) 4 7 8 8 3 6 8 7 7 4 7 8 Indonesia Jakarta (West Java) Surabaya (East Java) Medan (North Sumatra)

Sample size achieved

500 200 150 150

Margin of error (%) 4

7 8 8

Vietnam South Ho Chi Minh City (HCMC) North - Hanoi (HN)

Bangladesh Dhaka Chittagong Khulna

300
200

6
7

100
499 200 150 149

10
4 7 8 8

Khon Kaen (Northeast)

150

*Cambodia (n=350) data processing ongoing *Additional Eastern India cities with n=150 each: Guwahati in Assam/ Bhubaneshwar, Odisha/ Patna, Bihar/ Dhanbad, Jarkhand data for processing *Additional rural areas in West Bengal (n=250) and Odisha (n=250) data for processing

2014: Segments for India

TOTAL Urban South Chennai (Tamil Nadu) Erode (Tamil Nadu) Hyderabad (Andhra Pradesh) Urban East Kolkata (West Bengal) Guwahati (Assam) Bhubaneshwar (Odisha) Patna (Bihar) Dhanbad (Jarkhand) Rural East Rural Odisha Rural West Bengal Sample size (before applying weights) 1,920 619 255 155 209 801 201 150 150 150 150 500 250 250

Data representation (Southeast Asia)

Weighting of data: Data was weighted to correct distributions and to represent sample data to target population Population size proportions of the urban zones/population cluster the sample cities represent. Socio-economic class distribution
Data representation Philippines Metro Manila Cebu City Davao City Indonesia Jakarta (West Java) Surabaya (East Java) Medan (North Sumatra) Urban districts in Jakarta as the capital city Urban zones in East Java Urban zones in North Sumatra 9.6 17.8 6.4 Metro Manila it is the biggest Metro Urban zones in Visayas Urban zones in Mindanao 11.9 6.3 6.2 Urban population (million) Thailand Greater Bangkok capital city Urban districts in the Chiang Mai (North) north Urban districts in the Khon Kaen northeast (Northeast) Greater Bangkok (Central) Vietnam Urban zones in the South (South Central South Ho Chi Coast, Central Minh City (HCMC) Highlands, South East, and the Mekong River Delta) Urban zones in the North (Red River Delta, North - Hanoi (HN) Northern Midlands and the Northern Coast) 8.3 4.0 5.5 Data representation Urban population (million)

16.1

10.1

Data representation (South Asia)

Weighting of data: Data was weighted to correct distributions and to represent sample data to target population Population size proportions of the urban zones/population cluster the sample cities represent. Socio-economic class distribution
Data representation E/S India Chennai (Tamil Nadu, South) Erode (Tamil Nadu, South) Chennai large metro Cluster of towns with 500,000 to 4,000,000 population towns in the state of Tamil Nadu 8.7 Urban population (million)

8.0

Hyderabad Hyderabad large metro (Andhra Pradesh,South) Kolkata Kolkata large metro (West Bengal,East) Bangladesh Dhaka Chittagong Khulna Urban zones in Dhaka Division Urban zones in Chittagong Division Urban zones in Khulna Division

7.7 14.1

10.4 4.7 2.5

Respondent profile
Philippines Base MAIN Grocery Decision Makers and INVOLVED in cooking/meal preparation (In %) Female (In %) Male (In %) Average age (years) Education (In %) - No Formal Schooling - Primary School or below - High School (Junior/senior) - Technical/Vocational Training - University - Post Graduate Working status (In %) - Working Full Time - Working Part Time - Student-Not working - Housewife Monthly household income (average in local currency) (average in US$) Household size (number of people) 18 11 10 14 57 4 27 8 13 7 5 74 12,119 Rs $200 4 5 7 5 79 31,170 BDT $402 4 500 91 Indonesia 500 88 Thailand 500 87 Vietnam 300 94 E/S India 820 Bangladesh 500

87

77

85 15 41 1 11 49 12 24 3

96 4 38 0 12 76 5 7 -

90 10 41 7 29 31 8 23 1

98 2 42 0 7 69 10 13 -

89 11 40 7 19 57 2 11 2

93 7 34 3 16 60 2 9 9

3 57
17,502 PhP $417 5

2 71
4,320,001 Rp $381 4

3 34
15,060 THB $468 4

11 49
9,135,000 VND $434 4

Bangladesh: Monthly household income range

Total Base (In BDT) Less than 5,000 5,001 to 10,000 10,001 to 20,000 20,001 to 30,000 30,001 to 40,000 40,001 to 50,000 50,001 to 75,000 75,001 to 1,00,000 1,00,001 to 1,50,000 More than 1,50,000 (In US$) Less than 65 65 to 129 129 to 258 258 to 387 387 to 516 516 to 645 645 to 968 968 to 1,290 1,290 to 1,935 More than 1,935 501 % 0 7 26 24 10 8 7 4 1 0 Dhaka 296 % 0 8 27 26 6 11 9 4 1 0 Chittagong 134 % 0 3 20 23 16 4 6 5 1 1 Khulna 72 % 3 10 33 19 15 2 0 1 1 0

Consumer habits (country level)

Video 1

How much rice do consumers eat?

Claimed monthly consumption of family (in kg) Philippines Indonesia Thailand Vietnam E/S India Bangladesh 42.1 23.3 15.3 28.0 25.5 34.7 Household size Monthly consumption (per capita in kg) Frequency of consumption per month (average) Qty consumed per eating occasion (per capita in grams) 100 72 68 127 123 136

5 4 4 4 4 4

8.3 5.8 3.8 7.0 6.4 8.7

84 81 56 55 52 64

Base: All respondents [Philippines n=500; Indonesia n=500; Thailand n=500; E/S India n=820; Vietnam n=300; Bangladesh n=500];

S08: Thinking about the past 6 months, how frequent does your family eat rice on average at home, including meals and snacks made of rice? Please tell me which of the following statements BEST applies to you? (SA) S09: Please give us an estimate in KG (kilograms) on how much rice your family consumed every month at home. S5: Could you tell me how many people currently live in your household , including yourself? Please only include those who live in your household at least 5 days a week and please exclude the domestic helpers.

How often do urban families consume rice at home?

Frequency of rice consumption at home (in %)
Philippines
9 71 19 1

Mean per week

20.8 /wk

Occasions eat rice at home

Breakfast 78% Lunch 98%, Dinner 98% Breakfast 88% Lunch 95%, Dinner 99%

Indonesia 2

83

15

20.2 /wk

Breakfast 72% Thailand

1 27 49 14 7 21

14.0 /wk

Lunch 38%,

Dinner 97%

Breakfast 3%

Vietnam 2

91

13.7 /wk

Lunch 90%, Dinner 98%

Breakfast 37%

E/S India 1

68

20

1 1

13.1 /wk

Lunch 99%, Dinner 75%

Breakfast 26%

Bangladesh

30

68

15.9 /wk

Lunch 97%, Dinner 98%

More often than 3x a day 2-3x a week

3x a day Once a week

Twice a day 2-3x a month

Once a day Once a month

Base: All respondents [Philippines n=500; Indonesia n=500; Thailand n=500; E/S India n=820; Vietnam n=300; Bangladesh n=500]; [S08: Thinking about the past 6 months, how frequent does your family eat rice on average at home, including meals and snacks made of rice? Please tell me which of the following statements BEST applies to you? (SA)]; [Q06a: You mentioned earlier that your family eats rice [mention answer in S08]. Thinking about the past 6 months, on which occasions did your family usually eat rice at home? (MA)]

Where do consumers buy rice? Do they buy loose rice or packaged?

Country Purchase channel (%) Sari-sari store Wet market/market stalls Neighborhood shops Wet market/market stalls Hypermarket Thailand Grocery stores Wet/fresh market Rice dealers Rice dealers Vietnam Wet market/market stalls Neighborhood shops E/S India 53 38 47 30 37 35 23 18 67 23 14 84 16 34 62 5 Loose rice (%) 82 Package (%) 18 Both (%) -

Philippines

Indonesia

49

44

Rice wholesalers
Grocery/provision stores Grocery/provision stores Rice wholesalers

62
34 51 43

48

44

Bangladesh

32

62

Base: Those who purchased rice in the past 6 months [Philippines n=500; Indonesia n=500; Thailand n=500; Vietnam n=300; E/S India n=804; Bangladesh n=494]; Q04: Where do you usually buy uncooked rice for household consumption? (MA). Q05a: Thinking about past 6 months, did you purchase loose or packaged rice or both? (MA)

Most preferred rice characteristics

Spontaneous elicitation
How would you describe the traits or characteristics of rice which your family prefers? Please describe to us the three most important characteristics or traits. It can be in terms of eating quality, physical characteristics of the uncooked and cooked rice, nutritional benefits or cooking quality Most Important: ____________________ Second: ____________________ Third: ____________________
Caveats : 1- For consumers, we focused on quality traits. Price was not factored in preference. 2 - Trade-offs not yet captured in varietal preference formation. This is part of future activities Assess trade-offs in varietal preferences of farmers and millers.

Visual stimuli were used to verify size and shape

Size

Shape

Video 2

Initial findings: Most preferred rice characteristics in Southeast Asia

Texture - Sticky & Chewy Texture - Soft Color - White Texture - Smooth Color - White Aroma - Sweet Volume expansion Size - long Whole grains Texture - Soft Aroma - Pandan Color - White

*Mellow (Nasinya pulen): combination of soft, chewy, and not sticky

Color - White Texture - Mellow* Aroma - Pandan

Base: Philippines n=500; Indonesia n=500; Thailand n=500; Vietnam n=300

Initial findings: Most preferred rice characteristics in South Asia

Size - Medium Shape - Slender Color - White Good taste

Good taste Color - White Shape - Slender

East Size - Medium Color - White Shape - Slender Aroma - Sweet Good taste Shape - Slender Color - White Good Taste

South Shape - Slender Color - White Good Taste Texture - Smooth Size - Medium

Size - Short; Good Taste Color - White Shape - Slender

Good Taste Color - White Aroma - Sweet* Nutrition w/vitamins Shape - Slender

Wtd Base: E/S India n=820 [West Bengal n=300; Andhra Pradesh n=165; Tamilnadu n=355] Bangladesh n=502 [Dhaka n=296; Khulna n=72; Chittagong n=134]

Initial findings: Most preferred rice characteristics in South Asia

Size - Medium Shape - Slender Color - White Good taste

Good taste Color - White Shape - Slender

West Bengal Size - Medium Color - White Shape - Slender Aroma - Sweet* Good taste Shape - Slender Color - White Good Taste

Andhra Pradesh Shape - Slender Size - Medium Good taste

Size - Short; Good Taste Color - White Shape - Slender

Tamil Nadu Size - Long to extra long Good Taste Color - White Texture - Smooth Shape - Slender

*Eliciting specific aroma proved to be a challenge need to verify preference for specific aroma (i.e. sensory evaluation)
Wtd Base: E/S India n=820 [West Bengal n=300; Andhra Pradesh n=165; Tamilnadu n=355] Bangladesh n=502 [Dhaka n=296; Khulna n=72; Chittagong n=134]

Good Taste Color - White Aroma - Sweet* Nutrition w/vitamins Shape - Slender

Country highlights

India: Preference for specific size and shape evident; heterogeneity can be observed
Socio-economic classes East (n=300) Size Medium Shape Slender Color White Good taste South (n=520) Size Long to extra long Color White Good taste Texture Smooth (Shape Slender) (Shape Medium) Shape Slender Color White Good taste Size Medium Texture Smooth Shape Slender Good taste Color White

SEC A (23% of East; n=69) (27% of South; n=142)

Total Size - Medium Shape - Slender Color - White Good taste East Size - Medium Color - White Shape - Slender Aroma - Sweet Good taste South Shape - Slender Color - White Good Taste Texture Smooth Size - Medium

SEC B (24% of East; n=71) (29% of South; n=151)

Size Medium Shape Slender Color White Good taste Aroma Sweet Size Medium Color White Aroma Sweet

SEC C/D (54% of East; n=160) (44% of South; n=226)

Base: East India n=300; South India n=520 Q07: Now, lets talk about rice characteristics in general. How would you describe the traits or characteristics of rice whic h your family prefers? Please describe to us the three most important characteristics or traits. It can be in terms of eating quality, physical characteristics of the uncooked and cooked rice, nutritional benefits or cooking quality.

East India | Kolkata: Preference for size can be dishspecific

Preferred traits Pulao/Pulav (39% of total East) Vegetable fried rice (33% of total East)

n=116
% Aroma Taste Size Long 41 33 25 12 12

n=100
% 44 20 25 42 18
East Size - Medium Color - White Shape - Slender Aroma - Sweet Good taste

Shape Thin/slender
Color White

*Pulao/Pulav (vegetables are added with masala); *Vegetable fried rice (rice half boiled, fried, masala can be added, dry fruits can be added *For both dishes: Ghee (class of clarified butter) and Jaggery are added (a traditional uncentrifuged sugar)

Further research is needed to verify aroma i.e. sensory evaluation

Base: Those who mentioned the dish in Q06b Q06b: What are the three most preferred rice dishes or dishes that your family eats with rice? Please describe it to me? Q06d1: Please tell me, in your own words, the key qualities of rice that your family prefers for [mention response in Q06b].

East India | Kolkata: Preference for size can be dishspecific

Is there a potential market segment for short and bold grains?
Preferred traits Payesh (40% of total East) n=121 % Aroma Good taste Size Short Shape Bold Color White 72 49 44 33 30
*Payesh is milk-based sweet/ rice cooked with milk -Milk & rice : Culturally, it is auspicious food, eaten in most of the religious rituals - Ingredients: Ghee (class of clarified butter) Jaggery (a traditional uncentrifuged sugar) Cardamom (ginger family) Masala/Mirchi powder/Turmeric powder/ Garama masala/Green chilly/ Curry leaf/bay leaf

Base: Those who mentioned the dish in Q06b Q06b: What are the three most preferred rice dishes or dishes that your family eats with rice? Please describe it to me? Q06d1: Please tell me, in your own words, the key qualities of rice that your family prefers for [mention response in Q06b].

Bangladesh: Most preferred characteristics are consistent across urban zones and SEC
Socio-economic classes Most preferred rice characteristics Shape - Slender Good Taste Color - White Aroma - Sweet
Good taste Color - White Shape - Slender

SEC A (18% of total; n=91)

Good taste SEC B Color - White (34% of total; n=172) Shape - Slender Good taste Color - White SEC C Aroma - Sweet (27% of total; n=135) Size - Short Shape - Slender Good taste SEC DE Color - White (21% of total; n=103) Shape - Slender
Shape - Slender Color - White Good Taste Size - Short; Good Taste Color - White Shape - Slender

Good Taste Color - White Aroma - Sweet* Nutrition w/vitamins Shape - Slender

Base: All respondents (n=502) Q07: Now, lets talk about rice characteristics in general. How would you describe the traits or characteristics of rice whic h your family prefers? Please describe to us the three most important characteristics or traits. It can be in terms of eating quality, physical characteristics of the uncooked and cooked rice, nutritional benefits or cooking quality.

Thailand: Which segment prefers volume expansion and what are the different association of aroma?

Most preferred rice characteristics GBKK Chiangmai Khon Kaen (n=232) (n=113) (n=113) Texture Texture Texture Smooth Smooth Smooth Color - White Size - Long Whole kernels Aroma Aroma Aroma - Sweet - Sweet - Newly harvested Volume expansion - Grains expand upon Color - White Color - White cooking

Total Thailand Texture - Smooth Color - White Aroma - Sweet Volume expansion Size - long Whole grains

Thailand: Volume expansion as preferred characteristic of families in SEC B and SEC C

Socio-economic classes SEC A (7% of Total; n=37) Most preferred rice characteristics Texture Smooth Aroma Sweet Color White Size Long Texture Smooth Aroma Sweet Color White Size Long Volume expansion - Grains expand upon cooking Texture Smooth Color White Volume expansion - Grains expand upon cooking Whole grains Aroma Sweet Aroma Newly harvested Texture Smooth Size Long Color White
Total Thailand Texture - Smooth Color - White Aroma - Sweet Volume expansion Size - long Whole grains

SEC B (12% of Total; n=60)

SEC C (48% of Total; n=239)

SEC DE (33% of Total; n=163)

Thailand: sweet and new harvest are associated with aroma

Socio-economic classes SEC A (7% of Total; n=37)
SEC B (12% of Total; n=60) Most preferred rice characteristics Aroma - Sweet
Total: Aroma - Sweet GBKK: Aroma - Sweet

Aroma - Sweet

Chiangmai: Aroma - Sweet Khon Kaen: Aroma - Newly harvested

SEC C (48% of Total; n=239)

Aroma - Sweet Aroma - Newly harvested

SEC DE (33% of Total; n=163)

Not a priority

Further research is needed to verify aroma i.e. sensory evaluation

Philippines: How do consumers refer to rice?

Philippines (n=500) Awareness By brand name 62% By variety 100% By type 91% Trade name 57%
By Variety

Total Awareness (TOM+other mentions+aided) Base Sinandomeng Dinorado Milagrosa Angelika 7 Tonner Dinorado (Red) IR64 Brown rice Jasmine rice Red rice Organic rice Sampaguita Long grains Ivory Royal Ivory California Premium Masipag Ambassador Japanese Sasanishki Uncle Sam Ganador NFA Banay Banay

Total 500 % 91 63 51 46 26 20 16 69 60 42 26 39 20 14 14 14 11 10 10 8 17 9 8

By Type

Top of mind: Q10: What types/brands/varieties/labels of rice have you seen or heard of? Please mention all those that come to mind. (SA) Other mentions: Q11: What other types/brands/varieties/labels of rice have you seen or heard of? What others? (MA) Aided awareness Q12: Which of these are you aware of? (MA)

Brand names

By Trade name

Philippines: Do consumers eat what they prefer? Which variety has high equity among consumers?
Awareness of consumers By variety 100%
Awareness Most often Conversion Most preferred of those who regularly consume the variety consumed

Sinandomeng Dinorado Milagrosa Angelika

% 91 63 51 31

% 29 2 1 14

% 32 3 2 45

n=145

Same variety Other variety (60%) Dinorado (16%)

Other typeJasmine (13%)

n=71

Same variety (55%)

7 Tonner

26

20

77

n=102

Same variety (99%)

Other variety Other typeDinorado (10%), Jasmine (15%) Sinandomeng (8%) Other variety Sinandomeng (1%)

7 Tonner has high equity in Davao: (n=141 aware of any variety) Awareness: 92% Most often consumed: 72% Most preferred: 72%

Q10: What types/brands/varieties/labels of rice have you seen or heard of? Please mention all those that come to mind. (SA) Q11: What other types/brands/varieties/labels of rice have you seen or heard of? What others? (MA) Q12: Which of these are you aware of? (MA) Q15. Which of these do you buy for /serve to your family most often? (SA) Q17. If the price is not a consideration and all the types/brands/varieties/labels of rice were available to you...which ONE would you be most likely to choose?

Philippines: Which market segment is tapped by Jasmine?

Awareness of consumers
By type 91%
Awareness Most often consumed n=454 Brown Rice Jasmine rice Red rice Organic rice % 77 67 46 29 % 0 6 0 1 Metro Manila (n=222 aware of any type) Jasmine Awareness: 81% Most often consumed: 12% Most preferred: 6% Jasmine Highest awareness in Metro Manila; SEC ABC1/C2 Most often consumed in Metro Manila; SEC ABC1 Preferred in Metro Manila; highest among SEC ABC1

Q10: What types/brands/varieties/labels of rice have you seen or heard of? Please mention all those that come to mind. (SA) Q11: What other types/brands/varieties/labels of rice have you seen or heard of? What others? (MA) Q12: Which of these are you aware of? (MA) Q15. Which of these do you buy for /serve to your family most often? (SA) Q17. If the price is not a consideration and all the types/brands/varieties/labels of rice were available to you...which ONE would you be most likely to choose?

Vietnam: Who are the market players from consumers standpoint?

Awareness, Consumption, Variety/brand/ type/trade name Ho Chi Minh City (n=183) Total awareness (In %) Consumed most often (In %)

Thom Lai
Tai nguyen Cho Dao Thom Thai Gao 64/IR 64 Tai nguyen Long An Hanoi (n=117) Tam Dien Bien Tam Hai Hau Bac Huong Tam thai

(Type - Jasmine)
(Brand or trade Aromatic) (Brand or trade Aromatic) (Variety Non-aromatic) (Brand or trade Aromatic)

83
69 64 62 62

9
15 12 9 9

(Brand or trade Aromatic) (Brand or trade Aromatic) (Variety Aromatic) (Brand or trade Aromatic)

97 97 88 21

21 3 56 7

Key take-outs

Key take-outs
Most preferred rice characteristics vary by country (except for whiteness).
Southeast Asia: Commonalities - whiteness and texture albeit different types of texture (PH-soft; ID-nasinya pulen; TH-smooth; VN-sticky & chewy) South Asia: Commonalities - whiteness and good taste Bangladesh: Good taste, white, slender - Common characteristics preferred across urban zones and SEC E/S India: Medium size, slender, whiteness, good taste - Importance of size and shape evident vs SEA. East: medium size, slender; Andhra Pradesh: medium size, slender; Tamilnadu: long to extra long, slender

India: Most diverse rice preferences vary by state, SEC and dishes Opportunities exist in specific segments
East India as potential market for short & bold grains for Payesh Thailand: Grain expansion for the middle class (SEC C) Philippines: (Characteristics of) Jasmine preferred by upper class in Metro Manila

Aroma as preferred rice characteristic but other methodology is needed to verify specific type
Sweet aroma in East India unclear if association pertains to the dish or to rice. Thai consumers have different association of aroma (newly-harvest vs sweet)

Key take-outs
Results: One step closer to providing inputs to breeders in their development of product profiles by region.
The identified rice characteristics may be treated as minimum requirement for specific country/segment for varietal development.

Few steps more steps needed:

Trade offs need to be examined (i.e. agronomic traits vs grain quality) to facilitate prioritization in varietal development. Demand for grain quality traits

Results: Input to broader value chain (VC) analyses - along with stacked surveys on rice value chain actors.

Next steps

Our next steps

Consumers
2014: Further data analysis per country and cross-country comparisons -Additional analyses: Purchase driver; preference drivers, etc. 2014: Rural surveys in Bangladesh 2015: Additional rural surveys in India;

Country reports Rice preferences of value chain actors

Value chain maps: Linkages among VC actors Opportunities, issues, constraints, technical gaps Cross-cutting research themes impacting preferences: standards, branding, value chain upgrading, vertical coordination/integration

TRB Kick-off Meeting (5 February 2014)

Timeline
2013
Consumer surveys

BD Bangladesh IN India

2014
Urban IN (2 cities, completed) Rural IN (Odisha, WBengal; completed) BD (planned) BD (Rangpur, Dinajpur, Khulna, Jessore)

2015
Rural IN (Other states)

2016

Urban BD (3 cities) IN (6 cities)

Survey on rice VC actors

IN (Odisha, West Bengal)

IN (Other states)

Rice VC stakeholders workshop

BD, IN

Central location test

BD

IN

Analysis & report writing

Country/region briefs summarizing key findings

Estimate of demand and potential market size for specific traits (and combinations) by market segment

Thank you Market research in action

This presentation can be viewed online: https://sites.google.com/a/irri.org/social-sciencesdivision/project-updates