Consumer acceptance and preference for brown rice-A mixed-method qualitative study from Nepal

Area of Science:

• Nutrition Science
• Public Health
• Behavioral Science

Background:

• Diabetes prevalence is rising in Nepal, despite a strong white rice preference.
• Brown rice consumption is linked to reduced diabetes risk.
• Worksite cafeterias present an opportunity to influence dietary habits.

Purpose of the Study:

• To explore perceptions of brown rice among Nepalese hospital employees.
• To identify barriers and facilitators to brown rice acceptance in a worksite cafeteria setting.
• To inform strategies for increasing brown rice consumption.

Main Methods:

• Mixed-method qualitative research involving 42 hospital employees in Nepal.
• Sensory evaluation of five brown and white rice combinations using a hedonic scale.
• Eight focus group discussions (FGDs) before and after rice tasting, analyzed thematically.

Main Results:

• Initial perception of brown rice was poor quality; post-tasting, quality perception improved.
• Eighty-three percent preferred a 25% brown rice blend, indicating willingness for gradual transition.
• Barriers included poor perception, tradition, cost, and lack of awareness; facilitators included availability, health knowledge, and prior tasting.

Conclusions:

• Stepwise promotion of brown rice, starting with blends, is recommended.
• Enhancing nutritional knowledge, availability, and affordability can increase brown rice acceptance.
• Addressing perceptions and cultural preferences is crucial for dietary change.