Millets in India: According to a survey conducted by Wholsum Foods, a company that owns millet-based food brands, consumer awareness about millets is relatively high, with 87.3 percent of the surveyed individuals have heard about them.
The survey was conducted among 550 consumers across the country to gauge their awareness and willingness to include millets in their everyday life. It is found that millennials had the highest participation rate at 58.9 percent, and 54.5 percent of all respondents were females.
Among those aware of millets, a significant portion (74.6 percent) became familiar with them during their childhood, indicating the influence of early exposure to millets as a staple food.
More recent awareness has been primarily driven by news and government advertisements. Approximately 83.5 percent of the respondents have tried millets, showing a relatively high adoption rate.
Furthermore, 38.8 percent of them used millet as a rice supplement, highlighting its potential as an alternative to traditional rice.
The survey emphasized the role of taste in millet adoption, with 31.3 percent of respondents expressing a willingness to include millets in their diet if they taste better. Pricing also remains a significant factor, with 22.9 percent of respondents considering affordability. As awareness about millets continues to grow, factors such as taste and affordability have emerged as key considerations hindering millet adoption.
Regarding healthy eating habits, the survey revealed that 40.9 percent of the respondents already follow or are transitioning to a healthier diet.
Additionally, 34.2 percent were considering adopting a healthier lifestyle, indicating an opportunity to promote healthier eating habits.
The survey also highlighted a clear preference for plant-based protein sources, as 54.5 percent of respondents opted for vegetarian options. In contrast, only 26.7 percent preferred animal-based protein sources or meat.
