IRRI Study Shows Rice Preferences of South Asians
May 27, 2015| |
The Market Research Team of the International Rice Research Institute (IRRI) released the preliminary results of their study conducted to understand the preferences of rice consumers in South Asia in terms of rice quality and characteristics. The findings will contribute to the development of product profiles for a more targeted rice breeding program at IRRI.
In the study, they interviewed 1,900 rice consumers in 11 major cities in East India, South India, and Bangladesh. Majority of East and South India respondents prefer medium-sized rice grains, while those from Bangladesh prefer short grains. In terms of shape, the majority of the respondents from the three study areas prefer slender rice grains. A large portion (37%) of the consumers in East India also considers aroma as a priority trait in rice.
For more details about the study, visit the IRRI website.
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