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Consumer input for developing human food products made with sorghum grain
Laura Vázquez-Araújo1, Edgar Chambers, Panat Cherdchu
1Department of Chemical Engineering, University of Vigo, 32004 Ourense, Spain. lvazquezara@uvigo.es
Journal of Food Science
|September 18, 2012
Summary
Understanding consumer preferences is key for developing successful sorghum grain products. Health aspects appeal to consumers, but sensory attributes ultimately drive purchase intent for these antioxidant-rich foods.
Area of Science:
- Food Science
- Consumer Behavior
- Nutritional Science
Background:
- Sorghum grain offers significant health benefits, including a strong antioxidant profile, making it a valuable ingredient for human diets.
- Industry interest is high in developing successful sorghum-based food products.
Purpose of the Study:
- To identify key consumer needs and expectations for sorghum grain products.
- To determine attributes that influence consumer purchase intent for sorghum products.
Main Methods:
- Focus groups were conducted to explore consumer perceptions.
- Conjoint analysis was employed to quantify attribute importance.
- A national survey was utilized to validate findings.
Main Results:
- Focus groups indicated that health aspects are highly appealing to consumers.
- Conjoint analysis revealed sensory attributes as the primary drivers of purchase intent.
- Consumer input is crucial for product development.
Conclusions:
- Data provides essential insights for industry in developing sorghum grain-based foods.
- Addressing consumer demands, particularly sensory preferences, is vital for market success.
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