consumer preference and demand for rice grain quality

Consumer preference and demand for rice grain quality

Matilda Arnell

Objectives• Map consumer preference for rice grain quality• Estimate demand by rice grain quality traits/characteristic• Provide the breeding program with a software tool to visualize this

GRISP

Product line 5.2 Spatial analysis for effective technology targeting

Product 5.2.3 Identification and characterization of rice mega environments for effective technology targeting

Consumer preference and demand for rice grain quality

Consumer preference for rice grain quality

Focus

Priority countries for IRRI's breeding program:

South Asia: Bangladesh, India, Nepal, Pakistan, Sri Lanka

Southeast Asia: Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Thailand and Vietnam

Rice grain quality traits

• Acquired

• Genetic

- Physical

- Chemical

In this study

Size

Shape

Amylose content

Gel consistency

Aroma


• Acquired

• Genetic

- Physical

- Chemical

In this study

Size

Shape

Amylose content

Gel consistency

Aroma

Physical traits

Physical characteristics

Size

Shape

short

medium

long

extra long

Physical characteristics

Size

Shape

bold

medium

slender

Size and shape

Source: International Network for Quality Rice (INQR), Melissa Fitzgerald (GQNC) Mariafe Calingacion (GQNC)


• Acquired

• Genetic

- Physical

- Chemical

In this study

Size

Shape

Amylose content

Gel consistency

Aroma

Chemical traits

Chemical characteristics

Amylose content

Gel consistency

Aroma

Determines if the cooked rice will be dry and flaky or moist and sticky

waxy 0 %very low 1-10 % low 11-19 % intermediate 20-24 % high > 24 %

Source: International Network for Quality Rice (INQR),

Melissa Fitzgerald (GQNC) Mariafe Calingacion (GQNC)


Amylose content

Gel consistency

Aroma

Tendency of cooked rice to harden upon cooling

Length of gel (mm)

Hard - 27-35Intermediate - 36-40Medium - 41-60Soft - 61-100


Amylose content

Gel consistency

Aroma

Volatile compounds released while cooking the rice

Aromatic

Non aromatic

Estimate demand

Demand of the total population and the poor were estimated using the following data:

rice grain quality

population

rice consumption

rural and urban poverty incidence

Population

Gridded Population of the World (GPWv3)

Extent of rural and urban population

Global Rural-Urban Mapping Project, version 1 (GRUMPv1)

Source:

Socioeconomic Data and Application Center (SEDAC)

Rice consumption

Milled rice equivalent

kg/capita/year

Sources:

Food and Agriculture Organization of the United Nations (FAO), updates for rural/urban consumption from national sources

Poverty incidence

Poverty headcount index at national poverty line and national rural/urban poverty line (%)

Sources:

National statistical reports, the World Bank and others

Number of poor people

Combining poverty incidence with population data and data on the extent of urban and rural populations

Demand of rural and urban poor

Combining the number of people living in poverty with rice consumption data

Total poulation Rural and urban poor Rural poor Urban poor

Southeast Asia 73,41 14,49 12,79 1,70

South Asia 112,84 32,66 28,37 4,30

All priorety countries 186,25 47,15 41,15 6,00

Estimated demand, priorety countries (Milion tons)

Size / Shape

short medium medium, long long

Country AromaAmylose content Gel consistency bold bold slender medium slender medium slender

Cambodia aromatic low soft 0,84

Indonesia aromatic intermediate soft 0,78

intermediate 0,68

not specified 0,76

non aromatic intermediate soft 0,66

intermediate 0,18

not specified 0,31

high soft 0,05

intermediate 0,22

hard 0,02

not specified 0,44

not specified not specified 0,13

Laos aromatic waxy not specified 0,42

Malaysia aromatic intermediate hard 0,01

not specified 0,08

Rice quality preference and demand of the rural and urban poor priority countries Southeast Asia (Milion tons)

Rice quality preference and demand of the rural and urban poor, priority countries Southeast Asia (Milion tons)

Size / Shape

short medium medium, long long

Country AromaAmylose content Gel consistency bold bold slender medium slender medium slender

Myanmar aromatic high not specified 1,82

aromatic / non aromatic

high not specified0,38

Philippines aromatic / non aromatic

low soft to intermediate 0,09

low to intermediate

soft to intermediate0,73

intermediate soft to intermediate 0,43

intermediate to high

soft to intermediate0,98

not specified soft to intermediate 0,91

Thailand not specified waxy to low not specified 0,24


not specified0,08

low to high not specified 0,16

aromatic waxy to low soft 0,12

Vietnam not specified low not specified 0,98

intermediate not specified 0,85


not specified1,12

Size / Shape

short short, medium mediummedium,

long longextra long

short, medium, long

not specified

Country AromaAmylose content

Gel consistency bold medium

bold, slender slender slender slender slender

bold, slender slender

not specified

Bangladesh non aromatic high intermediate 24,65

India aromatic intermediate to high

soft1,95

aromatic / non aromatic


soft4,57

non aromatic intermediate not specified 5,70

not specified low not specified 0,49

low to intermediate

not specified2,06 1,98


not specified11,58 13,42 35,45

high not specified 2,06

not specified not specified 2,09

Nepal not specified not specified not specified 2,24

Pakistan aromatic intermediate soft 2,72

Sri Lanka non aromatic high not specified 1,86

Rice quality preference and demand of the total populationpriority countries South Asia (Milion tons)

Visualizing the data

Provide the breeding program with a software tool to visualize consumer preference for rice grain quality and demand

Tableau

http://www.tableausoftware.com/

http://www.tableausoftware.com/

Assumptions

Consumer preference data is representative

Consumption is representative of the demand

Consumption per capita is the same for urban and rural population and regardless of poverty level

Future work on market segmentation

• Consumer preference for rice varieties– Conduct market survey

• Producer preference for rice varieties– Based on existing farm surveys – Identify characteristics of preferred rice varieties in terms of:

• Grain quality• Agronomic traits: yield potential, maturity• Stress tolerance: abiotic (temperature, drought, submergence),

insect and disease reaction

• Maps of major rice growing areas suffering from abiotic and biotic stresses– Temperature stress (cold, day-time and night-time heat stress)– Drought, submergence/flooding– Pest and diseases

consumer preference and demand for rice grain quality

Documents