Exploring consumer awareness, perceptions, and barriers to millet consumption among young adults (18-25yrs) in Varanasi

Introduction

Lifestyle-related disorders and growing ecological pressures have shifted global attention toward sustainable and nutrient-rich food sources. Millets small seeded cereals resilient to adverse climates are emerging as "smart foods" because they are good for the farmer, good for the planet, and good for health. In India, major millets include sorghum (jowar), pearl millet (bajra), and finger millet (ragi), along with small millets such as foxtail, kodo, proso, barnyard, and little millet. Millets provide approximately 65 % carbohydrates, 9 % protein, 3 % fat, and 2-7 % fiber, plus abundant B-vitamins, magnesium, iron, and antioxidants (Singh et al., 2023) [20] . Their low glycemic index and gluten-free nature make them valuable for managing diabetes, cardiovascular disease, and obesity (Bell, 2012; Puranik et al., 2017) [22,23] . Despite these benefits, millet consumption has declined due to modernization, urban food preferences, and limited culinary awareness. Historically labeled a "poor man's food," millets now attract renewed attention from health-conscious consumers. Young adults (18-25 years) strongly influence future dietary trends through social media engagement and openness to new foods. Yet, their awareness and perception of millets remain under-explored. Understanding their knowledge gaps and practical barriers is essential for designing effective interventions to promote millet consumption. The present study therefore aimed to:

1. Assess the level of awareness about millets among young adults. 2. Explore their perceptions and attitudes toward millets. 3. Identify barriers limiting their inclusion of millets in daily diets.

Methodology 2.1 Research Design

This study adopted a quantitative, descriptive, and crosssectional survey design to assess the awareness, perceptions, and barriers to millet consumption among young adults aged 18-25 years. The design enabled a snapshot understanding of consumer attitudes and behaviors at a single point in time, aligning with the objectives of the study.

Study Population and Area

The study was conducted among female students of Banaras Hindu University (BHU), Varanasi, Uttar Pradesh. Participants were enrolled in undergraduate and postgraduate programs in various departments of Mahila Mahavidyalaya. The age range of respondents was 18-25 years, representing young adult consumers.

Sampling Method and Sample Size

A non-probability purposive and convenience sampling method was used to select respondents who were available and willing to participate. The final sample size consisted of 100 respondents, considered adequate for descriptive www.extensionjournal.com quantitative analysis.

Data Collection Tool

Primary data were collected using a structured questionnaire containing both closed-and open-ended questions. The questionnaire covered:  Demographic information (age, education level)  Awareness of millet nutrition and health benefits  Frequency and pattern of millet consumption  Sources of information about millets  Perceptions and barriers related to affordability, accessibility, and taste

The questionnaire was pre-tested for clarity and reliability before the final survey.

Data Collection Procedure

Data were collected through face-to-face interviews and self-administered questionnaires over a period of four weeks. Respondents were briefed about the study objectives, and informed consent was obtained prior to participation. Ethical approval was secured from the institutional ethics committee.

Data Analysis

Data were tabulated and analyzed using Microsoft Excel. Descriptive statistics such as frequencies and percentages were used to summarize responses. Total 100 100

Results and Discussion

The above table 3.2, illustrates the majority of respondents (68%) were postgraduates, indicating a highly educated sample population. Undergraduates made up 31% of the respondents, while only 1% were pursuing a PhD. This suggests that most participants had completed or were pursuing higher education. The above table 3.3 illustrates that, only 7% of individuals consume millets regularly, while the majority (45%) consume them occasionally. Notably, 48% consume millets rarely or never, indicating low regular millet consumption in the population. 1illustrates that, most of the people responded with clear "yes" of 95% who are aware of millets as nutritious food only a handful of people were unsure which is of 2% and disagreed of 3%. Improved digestion due to high fiber content 42 42 2.

Better blood sugar control because of low glycemic index 25 25 3.

Overall nutritional boost from vitamins and minerals 22 22 4.

Maybe enhanced heart health through cholesterol reduction 6 6 5.

Weight management due to increased satiety 5 5 6.

The above table 3.5 illustrates that, the most commonly recognized health benefit of millets among respondents is improved digestion (42%), followed by better blood sugar control (25%) and overall nutritional boost (22%). Fewer respondents associated millets with heart health (6%) or weight management (5%), indicating varying levels of awareness about specific health advantages The above table 3.6 illustrates that, the most common sources of information about millets were family or friends (24%) and social media (22%), followed by health professionals (17%) and scientific research (16%).

Traditional media like television or radio had no influence, while other sources such as books, blogs, and cultural knowledge were mentioned less frequently, indicating The data in fig 3.5 shows that, nearly half (49%) of respondents consume the item occasionally. about a quarter (24%) plan to include in the future, while 19% already use it frequently. only a small portion (8%) neither use nor intend to include it. Overall, the response indicates moderate current usage with potential for increased adoption Nearly half of the respondents (49%) reported occasionally cooking various millet-based dishes indicating moderate awareness and usage of different millet varieties. commonly prepared recipes among them include ragi millet porridge, bajra Khichdi, ragi kheer, missi roti, and foxtail millet Khichdi. Respondents also mentioned making regional and innovative millet dishes such as ragi appey, chilla, chapatti, bajra tikki, jowar and bajra bhakri (a Maharashtrian special dish), jowar dosa and idli.

Other popular preparations included upma, uttapam, ragi kheer, millet rissoles, millet laddo, ragi pizza, kuttu halwa and sanwakheer, among dal and desserts, ragiladdu, ragihalwa, and bajra roti were particularly noted. The types of millets most commonly known to respondents were pearl millet (bajra), sorghum (jowar), barnyard millet (sanwa), foxtail millet (kangi or kakun) and finger millet (ragi). This demonstrates both traditional and experimental uses of millets in everyday diets and reflects a fair degree of awareness about diverse millet varieties. The above table 3.9 illustrates that, the majority of respondents (39%) felt that the affordability of millets depends on the variety, while 33% believed millets are more expensive than other grains. Only 15% found millets generally cheaper, and 9% felt they are similarly priced. A small percentage (4%) were unsure about the price, indicating varied perceptions of millet affordability among the participants. Total 100 100%

The above table 3.11 illustrates that, a significant portion of respondents (42%) perceive millets as a blend of both traditional and modern food practices. 32% associate millets mainly with traditional or cultural eating habits. Only 13% view millets solely as part of modern, health-conscious diets, whileanother13%haveno specific perception. This suggests that millets hold a balanced image rooted in heritage, with growing relevance in contemporary health trends.

Intervention

To address the barrier of limited knowledge about millet preparation, an individual-level intervention was designed and implemented during the study. Participants who reported low or no familiarity with cooking millets were approached and provided with one-on-one guidance on preparing simple, nutritious millet-based dishes.

The recipes selected for the intervention included:

 Millet Khichdi -a one-pot, protein-rich, digestible meal  Ragi (Finger Millet) Porridge-calcium-rich and ideal for bone health  Millet Upma-a high-fiber, filling breakfast or snack  Bajra (PearlMillet) Roti -an iron-rich gluten-free flat www.extensionjournal.com bread  Jowar (Sorghum) Pancakes-a protein-rich and easy breakfast option Each recipe was explained in simple terms, covering:

Basic ingredients and measurements

Step-by-step cooking methods Nutritional benefits of the chosen millet Tips for making the recipe convenient and tasty The sessions were informal, friendly, and adapted to each participant's current cooking skill and life style. This approach aimed to reduce hesitation, increase confidence, and promote the regular use of millets through familiar and easy recipes.

Purpose and Outcome

This personalized intervention served as a direct, practical solution to the cooking barrier. Many participants expressed that the simplicity and nutritional value of these recipes motivated them to try millets at home. The approach proved effective in bridging the gap between awareness and actual adoption of millets in daily diets. Before the intervention, none of the respondents viewed millets as a definite or partial alternative to rice or wheat: 8 were unsure ad 10 preferred traditional grains. postintervention, 10 respondents believed millets were definitely a suitable alternative, 5 agreed to some extent, while only 4 remained hesitant. This shift reflects a strong improvement in perception due to increased awareness, practical experience, and confidence gained during the intervention.

Conclusion

The present study revealed that young adults in India, despite having high awareness about millets and their health benefits, exhibit low consumption patterns. Awareness campaigns and the International Year of Millets (2023) have successfully raised visibility, but barriers such as limited recipe knowledge, perceived higher cost, and poor availability continue to hinder regular intake. The findings emphasize the need for multi-level interventions including nutrition education programs, milletbased menu inclusion in university canteens, and easy-tocook product innovations. Encouraging public-private partnerships to enhance millet marketing, and integrating millet education into curricula, can help strengthen youth adoption. Promoting millets not only contributes to individual health but also supports sustainable food systems and national food security.

Suggestions

 Nutrition Education Campaigns: Launch awareness programs in colleges, universities, and on social media to educate young adults on the specific health benefits of millets  Incorporate Millets into Daily Menus: Encourage institutions likehostels, canteens, and workplace cafeterias to include millet-based dishes in their daily diet  Simplify Millet Cooking: Distribute easy-to-follow millet recipes through booklets, food blogs, and short videos.  Make Millets More Affordable: Advocate for subsidies on millet production and sales, especially in urban areas, to make them price-competitive with rice and wheat  Improve Market Availability: Ensure millets are stocked in mainstream supermarkets and local grocery stores. Dedicated millet sections or branding (e.g., "smart grains" or "future foods") can help grab the attention of younger consumers  Product Innovation and Packaging: Promote readyto-cook or ready-to-eat millet products (like flakes, bars, noodles) that appeal to fast-paced lifestyles.

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