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

Lead researcher Marie Claire Custodio discusses the auction mechanics to participants. (Photo by Jhoanne Ynion)

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

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

Manila, Philippines—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.”

A research participant evaluates rice grains (photo by Phoebe Ricarte)

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.

Uniquely designed with a survey, sensory evaluation, and an experimental auction, the study was also able to capture how much consumers are willing to pay for low GI rice when informed about healthy diets in general, and the health benefits of low GI foods in particular.

This research initiative is part of the bigger project by the CGIAR Center and a group of IRRI researchers led by Dr. Nese Sreenivasulu to develop and scale high-yielding healthier rice lines, following the team’s discovery of the genetics responsible for low GI and high protein content in rice. As common commercial rice varieties have high GI, which has been linked to increased risk of non-communicable diseases such as Type-2 diabetes and obesity, this breakthrough—and the resulting investment in low GI rice— hold the potential to address critical nutritional challenges worldwide.

A research participant evaluates cooked low GI rice (photo by Phoebe Ricarte)

Yet despite these promising nutritional benefits, the acceptance of low GI rice among consumers has yet to be explored. More evidence is needed to understand how these traits affect the cooking quality and sensory properties of rice, such as taste and texture, which are key factors in consumer preferences and purchase decisions.

The study aims to address these gaps by unlocking market intelligence insights to help identify priority market segments for low GI rice and align breeding strategies with consumer needs and market trends. To support mainstreaming efforts for low GI rice traits, findings from the study are also set to be published in a peer-reviewed scientific journal and upcoming edition of the Market Intelligence Briefs.

During the experimental auction, the auctioneer presents two types of rice — low GI rice and a commercial benchmark rice. (photo by Mary Joy Grefaldo)

With implementing support from NARES partner Central Luzon State University and private market research company Consumer Republiq Inc., the field activities covered 31 barangays in six cities of the country’s capital region. By building on collaborations and highlighting critical insights on the ground, this market intelligence research contributes to the CGIAR Initiative on Market Intelligence’s commitment to bringing together strategic information on future crops, market segments, and trait priorities aligned to the needs and preferences of farmers, agri-business, and consumers. Learn more about Market Intelligence here.

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