A STUDY ON MARKET OPPORTUNITIES FOR VALUE ADDED MILLET PRODUCTS IN URBAN AREAS OF PRAKASAM DISTRICT OF ANDHRA PRADESH
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Date
2024-02-08
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Acharya NG Ranga Agricultural University
Abstract
Millets are small-grained cereal food crops with drought, and extreme
weather resilience and require minimal chemical inputs such as fertilizers and
pesticides to flourish. Millets are also known as "Nutri-cereals" because they
contain most nutrients necessary for regular human body function. Millets can
bring a dietary advantage to their consumers and help them to tackle many
lifestyle diseases. Millets are becoming more essential because of the
systemic link between human health and nutritional consumption. The rise in
demand for value added millet foods is mainly due to a change in their
lifestyle and the resulting diseases like diabetes, obesity, cardiovascular
diseases and cancer etc., Commercialization with value addition of the
products is the only way to increase the consumption of millets.
The objective of the present study was to collect the data on market
opportunities for value added millet products in urban areas of Prakasam
district of Andhra Pradesh. The study is based on primary data collected from
sample of 80 consumers from four urban centres (20 consumers from each
urban centre). The data on consumption of millets, consumer preference
towards value added millet products was collected with the help of a
structured interview schedule developed based on the study objectives. The
collected data was processed using Percentages, Frequencies, Mean, Standard
Deviation and Garret ranking. Presented in the form of tables to draw valid
conclusions. Several factors affect the consumption of millets which resulted
in shifting of consumers from fine cereals to millets. Socio-economic factor is
one of the major variables which changes the food purchasing behaviour
which is unique for each consumer.
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The education, income and health level of the family are the major
factors that were found to influence the consumption of millets. The present
study found a positive association between education levels and millet
consumption. The millet consumers were more in the higher education level
category. Most of the consumers expressed that they could observe an
improvement in their health status due to the consumption of millets. Thus,
millet consumption was found to be positively associated with health status.
Income status too influenced millet consumption.
The consumption statistics for value added millet products revealed
that they were consumed regularly, either alternate day or weekly once and
that they provided personal benefits to the consumers. While majority of
consumers preferred to consume instant mixes, RTE foods, and RTC foods to
save preparation time, avoids spoilage and wastage. Most of consumers are
spending an average high amount on traditional recipes for consuming. The
study revealed that nutritional value, price, good flavour and taste, storage
and preservability are the major attributes preferred by the consumer. The
estimated market potential of value added millet products in Prakasam
district, for Traditional recipes was rupees 72.15 crores followed by Pasta
products is rupees 21.46 crores, Bakery products is 16.86 crores, Flaked and
popped products is rupees 8.29 crores and for Instant food mixes is rupees
4.02 crores (per year)