IRRI researchers capture consumer insights on low glycemic index rice in ongoing market study

by Jhoanne Ynion, Marie Claire Custodio, Glenn Vincent Ong, Reuben James Buenafe, Nese Sreenivasulu, Hans De Steur, and Matty Demont

Scientists explore market intelligence insights to understand consumers’ acceptability and willingness to pay for low GI rice.

MANILA, Philippines, (September 11 – October 12, 2024) – To deepen understanding of consumers’ perspectives on healthier rice options, a team of IRRI researchers, in collaboration with Ghent University, have successfully wrapped up a series of field activities for an ongoing consumer study on low glycemic index (GI) rice. The field activities, which focused on gathering critical data to assess consumers’ preferences and economic valuation for low GI rice, ran from September 11 to October 12.

“One of the goals of the study is to assess whether consumers experience any trade-offs between the eating quality and the health benefits of low GI rice,” said Marie Claire Custodio, IRRI Senior Associate Scientist for Market Research. “Insights from the study involving a market segment which typically prefers the soft texture of rice can serve as a proof of concept to support the scaling of low GI rice to other underserved market segments across the globe.”

Led by scientists from the Institute’s Inclusive Markets and Value Chains and Consumer-driven Grain Quality and Nutrition Research Units, the consumer research was piloted in the Philippines and tapped 400 urban consumers from low and middle socioeconomic classes. The participants shared their opinions about how low GI rice compares to a commercial benchmark by examining its visual properties, eating quality (such as texture), and general acceptability.