Consumer awareness and attitude toward millet-based processed foods in urban India

Introduction

Millets, often termed "nutri-cereals," are a group of smallseeded grains belonging to the Poaceae family. Historically cultivated across Asia and Africa, they include sorghum (jowar), pearl millet (bajra), finger millet (ragi), and minor millets such as foxtail, kodo, barnyard, and little millet. These grains are known for their resilience to drought, short growing cycles, and low input requirements, making them ideal for rainfed and resource-poor regions (Rasika et al., 2024; FAO, 2021) [8,3] . India is the world's leading millet producer, contributing nearly 20% of global output and 80% of Asia's production (APEDA, 2023) [1] . Despite their traditional prominence in Indian diets, millet cultivation and consumption declined post-Green Revolution due to policy preferences for rice and wheat (Swaminathan, 2016) [10] . However, growing awareness of millets' nutritional benefits-such as high fiber, essential amino acids, calcium, iron, and a low glycemic index-has sparked renewed interest, particularly among health-conscious consumers (ICAR-IIMR, 2022; Chandrasekara & Shahidi, 2012) [4,2] . In response, the Government of India declared 2018 as the National Year of Millets and championed the United Nations' declaration of 2023 as the International Year of Millets (UNGA, 2021) [11] . These initiatives have catalyzed policy support, research, and private sector engagement in millet value chains. Parallel to this resurgence is the rise of millet-based processed products-ranging from traditional staples to modern innovations like noodles, cookies, energy bars, and breakfast cereals. These products align with global trends favoring functional, gluten-free, and sustainable foods (Rasika et al., 2024) [8] . In international markets, millets are increasingly positioned as "superfoods," a term used to describe nutrient-dense foods with potential health and wellness benefits (Lucas et al., 2022) [6] . Understanding how urban consumers perceive these products is essential for scaling millet adoption. Urban markets are shaped by evolving dietary preferences, convenience-driven lifestyles, and increasing health awareness. Insights into consumer attitudes, awareness, and behavioral drivers can inform targeted strategies for product development, marketing, and policy interventions. This article explores urban consumers' awareness and perception of millet-based processed products, drawing on empirical data and global literature to identify key trends, challenges, and opportunities for mainstreaming millets in modern diets.

Objectives of Study

The increasing recognition of millets as climate-resilient, nutrient-dense grains has led to a surge in the development and promotion of millet-based processed products. However, the success of these products in urban markets depends significantly on consumer awareness, perception, and behavioral intent. In this context, the present study was undertaken with the following specific objectives: 1. To evaluate the level of awareness and knowledge among urban consumers regarding millets and milletbased value-added products. 2. To examine consumer attitudes and perceptions toward millet-based processed products in terms of trust, healthfulness, sustainability, taste, and pricing. [6,7] , and were designed to assess both cognitive and affective dimensions of consumer decision-making. The Likert-scale items ranged from agreement levels (e.g., strongly agree to strongly disagree) and frequency-based responses (e.g., never to very regularly).

Sampling and Data Collection

A convenience sampling method was employed to collect primary data. The questionnaire was disseminated via email to a randomly selected group of urban consumers residing in Tier-1 and Tier-2 cities across India. A total of 104 (n=104) valid responses were received. The use of digital distribution enabled broader geographic reach and ensured participation from diverse demographic segments within the urban population. Participation was voluntary and anonymous, ensuring ethical compliance and data confidentiality.

Data Analysis

The collected data were compiled, processed, and analyzed using descriptive statistical tools. Cumulative frequencies, percentages, arithmetic mean, and other descriptive measures were employed to interpret consumer responses. The analysis focused on identifying awareness levels, knowledge gaps, attitudinal trends, and behavioral drivers influencing the consumption of millet-based processed products in urban markets.

Results and Discussion

The collected data was categorized into various broad areas like demographic characteristics of consumers, awareness level towards millets products, factors influencing the consumer preference towards millets and millet products, and constraints faced by consumer in consuming the millet value added products

Socio economic characteristics of Consumers

Understanding the socio-economic characteristics of consumers is essential for analyzing their food choices and health-related behaviors. The present study surveyed 104 urban consumers from Tier-1 and Tier-2 cities across India. The demographic analysis is represented in Table 1.

The sample was predominantly male (75%), with females comprising 25%. A majority of respondents (56.2%) were aged between 26-35 years, followed by 39.6% in the 18-25 years group, indicating a youthful and economically active demographic.

In terms of education, 76.9% of respondents were postgraduates or above, 11.5% were graduates, and 3.8% held professional or technical diplomas. Occupationally, 50% were employed, 47.9% were students, and a small proportion (2.1%) were homemakers or self-employed.

Monthly household income varied, with 33.3% earning ₹50,000-1,00,000, 25% earning ₹25,000-50,000, 20.8% below ₹25,000, and 20.8% above ₹1,00,000. Most respondents (87.5%) were single, and 64.6% lived in households with 4-5 members. This demographic composition reflects a well-educated, young, and urban consumer base-an ideal segment for assessing perceptions of health-oriented, value-added food products like millets. [5,7] .

Attitude and Perception of Consumers

Understanding consumer attitudes and perceptions is crucial to evaluate the long-term potential of millet-based valueadded products (MBVAPs) in urban markets. Respondents' attitudes were measured using multiple Likert-scale statements focusing on product appeal, health perception, willingness to adopt, and brand trust.

As presented in Table 3, the results show a highly favourable attitude among urban consumers toward milletbased products. Respondents strongly associated these products with health benefits (mean = 4.3) and lifestylerelated disease prevention (mean = 4.2), indicating awareness of their nutritional and functional advantages.

Similarly, trust and authenticity scored highly (mean = 4.1), reflecting consumers' confidence in millets as traditional and natural foods. Environmental consciousness was particularly strong, with the statement "Consuming millet-based products supports sustainable agriculture and the environment" receiving the highest mean score (4.4), suggesting that sustainability messaging could further strengthen consumer appeal. Conversely, aspects related to taste (mean = 3.6) and price fairness (mean = 3.4) recorded moderate scores, indicating areas where consumer expectations remain partially unmet. These findings imply that while consumers perceive millets as nutritious and ethical, taste experience and pricing strategies are crucial for improving repeat purchase behavior.

Consumption Values (TCV Analysis)

The Theory of Consumption Values (TCV) proposed by Sheth et al. (1991) [9] provides a framework to understand why consumers choose one product over another. It identifies five core consumption values-functional, social, emotional, epistemic, and conditional-that collectively explain consumer behaviour. In this study, respondents' attitudes and perceptions of millet-based value-added products (MBVAPs) were examined within this framework.

To understand the motivational factors influencing consumer perception, 15 statements were included in the questionnaire and analysed using the Theory of www.extensionjournal.com

Consumption Values (TCV) framework. These were categorized into six dimensions-Functional, Social, Emotional, Epistemic, Conditional, and Behavioural Intention. Responses were rated on a five-point Likert scale

(1 = Strongly Disagree to 5 = Strongly Agree), and composite mean scores were computed to determine the dominant values shaping consumer preferences. The composite scores of TCV framework are show in the Table 4. The TCV analysis shows that functional value scores highest (mean = 4.23), indicating that urban consumers primarily evaluate millet-based value-added products on health and utility attributesthey view these products as nutritious, of good quality, and useful for maintaining a healthy diet. Social value (mean = 4.08) and emotional value (mean = 4.06) are also strong, suggesting that millets carry social approval (healthy-lifestyle signalling) and an emotional resonance (comfort/trust/tradition) among respondents. Epistemic value scored moderately (mean = 3.88), meaning consumers are curious and open to novelty but may not consistently pursue experimentation. The conditional value recorded the lowest mean (3.52), highlighting that purchase decisions remain sensitive to situational factorsin particular, product availability, convenience, promotions, and perceived price-benefit balance. Overall, the TCV mapping suggests that while intrinsic product attributes (health, trust, identity) create a favourable disposition, market and situational constraints (distribution, pricing, convenience) are the main bottlenecks to converting positive perceptions into routine purchases.

Consumer Purchase Behaviour Patterns

The study explored four key dimensions of consumer purchase behaviour related to millet-based processed products: frequency of purchase, product preferences, purchase locations, and willingness to pay a premium.

Purchase Frequency of Millet-Based Products

The pie chart (fig. 1) clearly shows that the majority of respondents (62 out of 104; ~60%) purchase millet-based products occasionally, indicating that these items are still part of irregular or trial-based consumption patterns. Around 20 respondents (19%) reported monthly purchases, suggesting a smaller but growing segment of regular users. Only 14 respondents (13%) buy millet-based products weekly, while 8 respondents (8%) stated that they never purchase such products.

Preferred Product Types

The bar graph Prferred Millet-Based Poducts (fig. 2) indicates that Breakfast flakes (61.5%) and Cookies/Biscuits (57.7%) emerged as the most preferred millet-based products, followed by Instant Mixes (44.2%). Noodles (21.2%) and Beverages (17.3%) had moderate preference, while items like flour, raw millets, and powder forms were selected by only 1.9% of respondents each, suggesting limited appeal for traditional formats.

Purchase Locations

Supermarkets were the dominant purchase channel (71.2%), followed by online shops (40.4%) and local shops (30.8%). Organic and health stores accounted for 28.8%, while millet-specific stores were rarely used (1.9%). This indicates a strong reliance on mainstream retail and digital platforms for millet product access.

Willingness to Pay Premium

Price sensitivity was evident, with 38.5% (28 out of 104) of respondents unwilling to pay any premium. However, 25% were willing to pay up to 20% more, and smaller segments were open to paying 30% (3.8%) or more than 30% (5.8%) over regular product prices. This suggests that while health benefits are valued, pricing remains a critical factor in consumer decision-making.

Conclusion

This study provides a comprehensive understanding of the awareness, perception, and behavioural patterns of urban consumers toward millet-based value-added products (MBVAPs) in India. The findings reveal high levels of awareness regarding millets and their nutritional importance, with most respondents recognizing their health benefits and role in preventing lifestyle-related diseases. This awareness reflects the effectiveness of ongoing millet promotion initiatives and the growing positioning of millets as "nutri-cereals." However, moderate product recognition and limited retail presence suggest that millet-based products are still gaining traction in mainstream markets and require stronger branding and distribution efforts. Consumers exhibited a favourable attitude and perception toward MBVAPs, expressing trust in their natural, traditional, and sustainable origin and acknowledging them as healthier, eco-friendly alternatives to conventional foods. Yet, moderate satisfaction with taste and price fairness highlights the need for enhanced sensory appeal and perceived value-for-money to sustain long-term acceptance. Applying the Theory of Consumption Values (TCV) framework, the study found functional, emotional, and social values as the most influential drivers of consumer acceptance. Health benefits, quality, sustainability, and ethical responsibility were key motivators, while epistemic and conditional values-linked to curiosity, innovation, convenience, and affordability-were moderate. This indicates consumer interest is present, but purchase behaviour remains situationally constrained by price sensitivity and limited accessibility of convenient product formats. Analysis of purchase behaviour patterns revealed that most consumers buy millet-based products occasionally, reflecting an intention-behaviour gap. Preferences are stronger for modern, ready-to-eat forms such as cookies, biscuits, and instant mixes, typically purchased from supermarkets and online platforms. While many consumers expressed willingness to pay a 10-20% premium, regular consumption is hindered by cost and availability issues. In summary, urban consumers show high awareness and positive attitudes toward millet-based products, but price, taste, and accessibility remain key obstacles to habitual adoption. To bridge this gap, manufacturers and policymakers must focus on affordability, sensory enhancement, and wider retail access through modern trade and e-commerce. With strategic innovations, improved pricing, and supportive policy interventions, millets can transition from a niche health food to a mainstream dietary staple, contributing significantly to nutritional security, sustainable agriculture, and resilient urban food systems.

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