Exploring future market segment for low-glycemic-index rice through market experiments in the Philippines

Marie Claire Custodio, Jhoanne Ynion, Nese Sreenivasulu, Matty Demont, Hans De Steur

The global shift in food consumption patterns has contributed to the rise of non-communicable diseases (NCDs), disproportionately affecting low- and middle-income countries, including those in Asia, where most of the population relies on white rice for its daily caloric needs. However, most white rice varieties have a high glycemic index (GI), which, when consumed in excess increases the risk of NCDs. While efforts are underway to develop rice varieties with low GI, the associated firmer texture may hinder consumer acceptance, particularly in South-eastern Asia, where soft texture is preferred.

A team of International Rice Research Institute (IRRI) researchers, in collaboration with Ghent University, conducted a consumer study to explore acceptance and economic valuation of low-GI rice in the Philippines, where overnutrition and diet-related NCDs are prevalent. Using a series of market experiments, the team examined the potential trade-offs between sensory quality and health benefits. Specifically, the study aimed to (1) evaluate consumers’ sensory perception of low-GI rice, (2) assess their willingness to pay (WTP), and (3) identify factors influencing WTP, including the role of information focusing on a broader context of healthy eating habits and physical activity.

Key findings

• Sensory evaluation was more favorable for cooked low-GI rice than for its uncooked grains.
• Sensory ratings varied, particularly for taste and texture, yet consumers do not discount low-GI rice based on these attributes.
• Providing information that promotes the benefits of having healthy well-being through adequate exercise and healthy eating habits positively influenced WTP for low-GI rice.
• WTP for low-GI rice was positively associated with
  • Convenience dimension of the food environment, which refers to having diverse payment options and delivery services in retail outlets.
  • Consumer knowledge about type-2 diabetes as a major NCD.
• Knowledge of the role of physical activity in NCD prevention had a negative effect on WTP, suggesting that some consumers may perceive physical activity as a substitute for low-GI rice.
• Low-GI rice does not appear to be a niche or premium product since income and education levels were not significant predictors of WTP.

Conclusion

Low-GI rice does not yet have a well-defined consumer segment and is not necessarily perceived as a premium product by urban consumers. The findings highlight the importance of promoting low-GI rice within the broader context of health and well-being, emphasizing the complementary role of diet and physical activity. Identifying future consumer segments requires a nuanced understanding of both individual-level factors (e.g., knowledge) and the broader food environment.

Related link

https://www.cgiar.org/news-events/news/irri-researchers-capture-consumer-insights-on-low-glycemic-index-rice-in-ongoing-market-study/