Consumer Interest in Alternative Grains, Especially Sorghum: A Qualitative Investigation

Area of Science:

• Food Science
• Consumer Behavior
• Agricultural Marketing

Background:

• The food industry sees growth in niche products, but introducing new ingredients like ancient grains is challenging.
• Sorghum, an underutilized ancient grain, has potential for mainstream food products if introduced strategically.
• Consumer awareness and perception are critical factors for the successful market entry of novel food ingredients.

Purpose of the Study:

• To explore consumer perceptions, attitudes, and beliefs regarding the introduction of new grain products, specifically sorghum.
• To identify potential marketing strategies and product formats for introducing sorghum to the U.S. consumer market.
• To understand consumer preferences for food advertising and marketing approaches for unfamiliar ingredients.

Main Methods:

• Conducted ten qualitative focus groups across U.S. census regions to gather consumer insights.
• Presented participants with fact sheets detailing a "new grain" (sorghum) and its nutritional information.
• Analyzed qualitative data to understand consumer familiarity, perceptions, and interest in sorghum.

Main Results:

• Participants demonstrated a significant lack of familiarity with sorghum.
• After reviewing nutritional information, consumers expressed positive perceptions and interest in trying sorghum-based products.
• Consumers suggested various product types and introduction strategies for sorghum in the U.S. market.

Conclusions:

• There is an "open slate" for introducing sorghum into consumer food products, with significant market potential.
• Understanding consumer preferences for marketing and product placement is crucial for successful sorghum commercialization.
• Qualitative insights provide a foundation for developing targeted strategies for sorghum industry stakeholders.