A study on the acceptability and consumer attitude towards parboiled rice

Despite nutritional claims and other advantages that parboiled rice possesses, its consumption is still low in Brazil mainly because of the local preference for milled rice. In the first part of this study, the acceptability of five commercial brands of parboiled and milled rice was assessed by 100 consumers and similar acceptance levels were observed, evidencing that consumers might not reject parboiled rice for its sensory properties. In the second part, 286 consumers were surveyed about their eating habits and attitude towards rice, focusing especially the nutritional value, sensory and convenience aspects of parboiled rice. In the survey 35% of the respondents were unaware of parboiled rice. Cluster analysis performed on data grouped consumers in one segment with positive attitude and in two other segments with negative attitude towards parboiled rice. Segmentation was mainly because of negative beliefs about the sensory characteristics of the product, although its nutritional claims were unknown to most respondents, revealing the need of marketing efforts focused on informing consumers the health benefits and convenience of eating parboiled rice.