Convenience and health are keys: a consumer-driven rice-based food product development

Development of rice-based food products increases the income of rice-producing communities, which consequently improves their nutritional status and overall quality of life. This study presents a market-driven approach in developing rice-based food product concepts with added value on health and nutrition. Key aims were to explore and gather insights on consumer trends on food and other health product, and perception and acceptance of rice-based food products. Three focuses group discussion (FGD,n=24) were conducted to explore the perceptions on health and wellness of experts in the fields of product development, marketing, nutrition and health, both from the public and private sectors. Market survey (n=339) on the products commonly consumed by the consumers and their interest an pre-identified rice-based product ideas was also conducted in Central Luzon [Aurora, Bataan, Bulacan, Nueva Ecija, Pampanga, Tarlac, Zambales, Philippines]. FgD participants associated health and wellness with nutritions and healthy food products (43.1%). Survey results revealed that commonly consumed products were : ready-to-eat pre-packed bakery products (66.9%) for snacks, fast food meals (29.3%) and canned goods (29.5%) for meal items; and ready-to-drink pre-packed beverages (42.9%) and powdered juice or tea (16.0%) for drinks and beverages. Using a lickert scale (1-very important to 5- very important), the consumers rated taste (82.9%), nutritional content (75.8%), price (76.4%), aroma (59.6%), packaging (58.7%), and texture (51.3%) as extremely important product attributes. Availability (74.3%) and accessibility (72.3%) were also rated highly. As regards awareness, (98.8%) of the survey respondents were aware of rice-based food products and particularly associated these with kakanin. Some 51.0-84.7% of the consumers expressed willingness to buy the 16 rice-based product ideas presented if these were available in the market. In summary, current consumer trend on food products tend to gravitate around convenience and health, which should be considered in developing new rice-based food products.