consumer survey – Sustainable Rice Platform (SRP)

Sustainable Rice in Vietnam: Insights from Consumer Behaviors and Perceptions

Sustainable Rice Platform — Thu, 30 Nov 2023 06:37:26 +0000

As SRP concludes its comprehensive consumer survey [1] across diverse Asian markets, our focus turns to Vietnam, where consumers emerged as frontrunners in their awareness and adoption of sustainable food practices, particularly when it comes to rice. The study sheds light on the preferences, concerns, and purchasing behaviors of Vietnamese consumers, providing valuable insights for stakeholders in the rice industry.

Rice Preferences in Vietnam

In Vietnam, the centrality of rice in daily diets is undeniable, with 100% of respondents consuming rice at least five times a week. White rice takes the lead as the most popular choice (84%), particularly favored by adults aged 45 to 54, constituting 88% of those who opt for this staple. Less frequently purchased varieties include glutinous (33%), brown (27%), and jasmine (25%) rice.

Awareness and Purchase Behavior

Vietnamese consumers exhibit the highest level of awareness of sustainable food practices among the surveyed markets, with an impressive 88% reporting purchases of sustainable produce. Notably, the age group between 35 and 44 years displays an even higher adoption rate, reaching an outstanding 93%.

The primary drivers behind the decision to opt for sustainable food are health (78%) and the desire for better-quality produce (77%). Additionally, environmental impact, taste, and concerns for future generations contribute significantly to the multifaceted approach Vietnamese consumers take toward sustainable choices.

Quality and Food Safety Concerns

Quality remains a dominant factor when purchasing rice, yet food safety has gained prominence due to historical contamination issues and high levels of agricultural inputs such as antibiotics and chemical fertilizers [2]. Public anxiety over food safety, triggered by high-profile incidents, has heightened awareness among Vietnamese consumers.

Awareness and Characteristics of Sustainable Rice

The survey reveals that nearly three-quarters of Vietnamese consumers are aware of sustainable rice, translating into a significant 64% reporting purchases of sustainable rice. Vietnamese consumers define sustainable rice based on its ability to minimize chemical inputs (54%), improve soil health (46%), and protect biodiversity (45%). Interestingly, health and taste are not considered primary characteristics associated with sustainably produced rice, setting it apart from perceptions in other surveyed markets.

Willingness to Pay for Sustainable Rice

Encouragingly, only 6% of Vietnamese consumers would be unwilling to pay more for sustainable rice, the lowest proportion among surveyed countries. A majority (54%) is willing to incur a modest 5% price increase, with around 30% accepting of paying 10% more. Notably, 11% of Vietnamese consumers, primarily aged 18-24, express a willingness to pay a premium of 20% for sustainable rice.

Conclusion

The survey findings underscore a solid foundation for promoting sustainable rice products in Vietnam. With high awareness and substantial consumer willingness to pay, especially among the younger demographic and those aged 35-44 years, the rice industry in Vietnam has a unique opportunity to capitalize on this growing demand for sustainable and eco-friendly food options. As stakeholders navigate this landscape, addressing food safety concerns, emphasizing quality, and leveraging various communication channels will be key to fostering continued growth in the sustainable rice market.

The full summaries of the consumer survey can be accessed here.
SRP members can access the complete survey results through the member area on the SRP website.

[1] The survey was commissioned by GIZ and conducted by YouGov in March 2022. Funded through the develoPPP programme which Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH implements on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and in collaboration with private companies. The support was provided through the Mainstreaming Sustainable Rice project, which aims to scale sustainable rice production and demand globally. The study targeted respondents who regularly consume rice and are responsible for household food purchases in India, Indonesia, Pakistan, Thailand, and Vietnam.

[2} Food safety risk management in Vietnam: Challenges and opportunities (worldbank.org)

Sustainable Rice in Asia: Insights from Consumer Behaviors and Perceptions

Sustainable Rice in Thailand: Insights from Consumer Behaviors and Perceptions

Sustainable Rice Platform — Tue, 28 Nov 2023 04:01:23 +0000

SRP recently unveiled the results of a consumer survey [1] spanning Asia, providing valuable insights into the evolving landscape of sustainable rice consumption in India, Indonesia, Pakistan, Thailand, and Vietnam. This article explores the survey findings focusing on Thailand, offering a detailed glimpse into the preferences, purchasing behaviors, and sustainability considerations of Thai rice stakeholders.

Rice Preferences in Thailand

The survey reveals that 100% of respondents engage in rice consumption five times a week or more, underscoring the central role of rice in Thai households. Jasmine rice steals the spotlight as the most beloved variety, captivating 84% of respondents, followed closely by glutinous rice, a favorite among 33%. This preference transcends regional boundaries, indicating a universal fondness for these staples.

Purchasing Patterns

Hypermarkets (50%) and local markets (43%) are the go-to venues for rice procurement, with supermarkets and groceries trailing at 31%. Notably, local markets attract a surprising 51% of younger consumers aged 18-24, challenging the conventional wisdom that associates such markets primarily with older buyers. The average purchase price falls between 100-300 Baht (THB) (EUR 2.57 – 7.72), with 72% opting for quantities exceeding 4 kg per purchase.

Sustainable Rice Preference

Sustainability emerges as a critical factor in rice purchasing decisions, with 72% of consumers having previously bought sustainable foods. Younger individuals (82% aged 18-24) and higher-income households (77%) lead the charge in this regard. Quality remains the primary motivator (81%), followed by health considerations (67%) and taste preferences (58%).

While minimizing chemical inputs and promoting health are key characteristics associated with sustainable rice, taste and sustainable certification take precedence in consumption decisions. Older consumers, particularly those aged 45-54 and above 55, show a heightened appreciation for minimal chemical usage in rice.

Willingness to Pay for Sustainable Rice

A significant 84% of respondents indicate a willingness to pay a price premium of 5-10% for sustainable rice, with only 3% outright rejecting any increase. Northeastern buyers exhibit a higher inclination towards sustainable rice, with 58% having previously made such purchases.

Target Consumer Profile for Sustainable Rice

Millennials between 18-34 years old, possessing a higher education (93% with a bachelor’s degree or above), and holding full-time jobs (73%) emerge as the prime target audience for sustainable rice. Quality (81%), health (67%), and taste (58%) are the key attributes they value.

Conclusion

The survey paints a comprehensive picture of Thai rice preferences, emphasizing the importance of sustainability among consumers. Stakeholders in the rice industry would do well to heed these insights, recognizing the evolving landscape and catering to the discerning tastes and values of the Thai consumer.

The full summaries of the consumer survey can be accessed here:

SRP members can access the complete survey results through the member area on the SRP website.

Sustainable Rice in Asia: Insights from Consumer Behaviors and Perceptions

Sustainable Rice in Pakistan: Insights from Consumer Behaviors and Perceptions

Sustainable Rice Platform — Fri, 24 Nov 2023 03:03:40 +0000

SRP recently shared the results of an extensive consumer survey [1] that spans across Asia, offering valuable insights into emerging trends in sustainable rice consumption in India, Indonesia, Pakistan, Thailand, and Vietnam. In this article, we delve into the survey results specifically from Pakistan, shedding light on the nation’s rice consumption patterns and sustainable food practices.

Rice Consumption Patterns in Pakistan

The survey reveals that Pakistani consumers enjoy rice less frequently compared to their regional counterparts, with only 14% consuming rice more than five times a week. A majority of 68% of respondents reported having rice only two to three times a week. This contrasts sharply with almost 100% of consumers in other surveyed countries (India, Indonesia, Thailand, and Vietnam). Interestingly, 81% of Pakistanis usually opt for basmati rice, followed by white rice at 41%, diverging from the trends observed in Indonesia and Vietnam.

Factors Influencing Rice Purchasing Decisions

For Pakistani consumers, the type of rice takes precedence in their decision-making process, with 54% citing it as the top factor. Quality, taste, and price closely follow in importance, while origin and packaging are considered the least significant. Reflecting the dominance of Basmati as the preferred variety, the results emphasize the pivotal role of rice type and quality in driving consumer choices.

Sustainability and Consumer Preferences in Pakistan

While 82% of Pakistanis have purchased sustainable food previously, awareness of sustainable rice is notably lower at 54%. Older generations, particularly those aged between 45-64 years, are less likely to have embraced sustainable food practices, standing at 76%. Expectations of better quality, enhanced taste, and health benefits primarily motivate those who do purchase sustainable produce, with only 28% considering positive environmental impact as a top priority.

Awareness of Sustainable Rice

Knowledge of sustainable rice is generally lower in Pakistan, with only 54% of consumers being aware of it. Younger generations, particularly those aged 18-29, show greater awareness at 65%. Taste and health benefits emerge as key factors influencing the purchase of sustainable rice, while broader social impacts remain less known.

Word of mouth plays a significant role in influencing rice purchases. Family and friends are the most influential sources of information on rice (60%), followed by in-store/point of sale (59%) and social media (42%).

Willingness to Pay More for Sustainable Rice

Pakistani consumers, on average, pay 988 PKR (3.16 EUR) per rice purchase. While 77% express a willingness to pay more for sustainable rice, resistance is notably higher among individuals over the age of 65. Younger consumers aged 18-29 exhibit the lowest resistance, with only 17% reluctant to buy sustainable rice.

Conclusion

In conclusion, understanding the unique preferences and challenges faced by Pakistani consumers provides valuable insights for stakeholders in the rice industry. As awareness grows and sustainable practices become more integrated into purchasing decisions, the landscape of rice consumption in Pakistan is poised for positive change.

The full summaries of the consumer survey can be accessed here:

SRP members can access the complete survey results through the member area on the SRP website.

Sustainable Rice in Asia: Insights from Consumer Behaviors and Perceptions

Sustainable Rice in Indonesia: Insights from Consumer Behaviors and Perceptions

Sustainable Rice Platform — Thu, 16 Nov 2023 06:30:57 +0000

SRP recently shared the results of an extensive consumer survey [1] that sheds light on emerging trends in sustainable rice consumption across Asia. This comprehensive survey spanned multiple countries, collecting data from rice consumers in India, Indonesia, Pakistan, Thailand, and Vietnam. In this article, we will delve into the key findings from the Indonesian segment of the survey to gain a nuanced understanding of the rice market in Indonesia.

Indonesia’s Rice Consumption Habits

Indonesians are prominent rice consumers, with 100% of those surveyed enjoying it at least five times a week. The survey highlights that white rice is a staple in almost every household, with 97% of respondents consuming it daily across all regions. Additionally, the consumption of red rice, though lower overall, stands out among older consumers and upper-class households, particularly in Greater Jakarta, where 25% of respondents regularly purchase it.

Purchase Patterns: A Glimpse into Consumer Behavior

Middle-aged consumers (45-54) exhibit a preference for procuring rice from fresh markets and wholesalers. Notably, 67% of respondents in this age group spend more than 12,000 IDR (EUR 0.73) in a single transaction and buy at least 5 kg. Intriguingly, the majority (61%) of those aged 25-34, spending 14,001 IDR (EUR 0.86) and above on rice, signal a shifting trend in purchasing behavior. Quality and price emerge as the top considerations when purchasing rice. While 61% of those aged 35-44 prioritize price, nutritional value is crucial for 39% of the 18-25 age group. The top five factors influencing choices include quality (70%), price (59%), nutritional value (34%), food safety (30%), and the type of rice (28%).

Sustainability and Consumer Preferences

Consumers showcase a growing interest in sustainable rice, citing quality, price, and type of rice as the primary reasons for choosing such products. Older customers, particularly those over 55, prioritize quality, health, and taste when opting for sustainable food, emphasizing the significance of these factors in the decision-making process. Health emerges as a key attribute for sustainable rice, with characteristics like minimal use of chemical inputs (45%) and improved farmer livelihoods (43%) influencing purchasing decisions.
A significant portion of surveyed Indonesian consumers (60%) relies on social media for rice-related information, with older demographics (45 and above) forming the majority.

Willingness to Pay for Sustainable Rice

The survey indicates that consumers in Greater Surabaya are more willing to pay a premium for sustainable rice, with 29% expressing interest in a 10% increase, compared to the national average of 17%. Buyers of sustainable rice tend to be well-educated, affluent millennials and elders who frequently consume white rice, primarily from cities outside Java, and prefer local markets and wholesalers.

Based on survey insights, consumers willing to pay a premium for sustainable rice are likely to be aged 25-34 or 55 and above, from upper-class households with higher education levels. Quality, health, and taste are crucial factors influencing their purchase decisions.

Conclusion

In conclusion, these insights from the consumer survey provide a comprehensive understanding of the Indonesian rice market, offering valuable insights for stakeholders. As the nation continues to evolve, these findings serve as a guide for producers and retailers aiming to cater to the diverse preferences of Indonesian consumers, fostering a sustainable and thriving rice industry.

The full summaries of the consumer survey can be accessed here:

SRP members can access the complete survey results through the member area on the SRP website.

Sustainable Rice in Asia: Insights from Consumer Behaviors and Perceptions

Sustainable Rice in India: Insights from Consumer Behaviors and Perceptions

Sustainable Rice in India: Insights from Consumer Behaviors and Perceptions

Sustainable Rice Platform — Wed, 08 Nov 2023 04:02:01 +0000

Last week, SRP presented the results of an extensive consumer survey [1] that provides valuable insights into emerging trends in sustainable rice consumption across Asia. The comprehensive survey reached across multiple countries, gathering data from rice consumers in India, Indonesia, Pakistan, Thailand, and Vietnam. In this article, we will delve into the key findings from the Indian segment of the survey, shedding light on the preferences and perceptions of Indian rice consumers when it comes to sustainable rice.

Rice Enjoyment in India

Rice holds a sacred place in the hearts and kitchens of India. It is more than just a staple; it’s an integral part of daily life. The survey’s findings underline this, with all respondents enjoying it frequently as part of their diet, consuming it five or more times a week. Among the myriad rice varieties available, three stand out as the most preferred. Notably, white rice takes the crown, being the top choice for 76% of respondents. The consumption of white rice is most pronounced in South India. On the other hand, Basmati rice is consumed most by residents of the Northern and Central regions.

Awareness of Sustainable Food and Rice

In India, 82% of consumers have bought sustainable food, primarily motivated by health concerns, particularly among those over 40, followed by factors like quality, taste, and environmental impact. However, awareness of sustainable rice is lower, with West India having the least awareness and the East and Northeast regions exhibiting the highest awareness. The promotion of awareness is significantly influenced by social media, word-of-mouth, print media, and television.

Perceived Characteristics of Sustainable Rice

Among those who are aware of sustainable rice, many recognize its positive environmental impact and health benefits. Consumers identify the primary characteristics of sustainable rice as minimized use of chemical inputs, health benefits, and improved soil health. However, there is limited awareness of the positive social impacts of sustainable rice, such as higher income for producers and enhanced gender equality. Additionally, consumers lack awareness of the impact of sustainable rice farming practices on lowering greenhouse gas emissions.

Purchasing Rates and Preferences of Sustainable Rice

Approximately 53% of Indian consumers have purchased sustainable rice. On average, consumers spend 207 INR (2.31 EUR) on rice per purchase. Supermarkets emerge as the most common point of sale, closely followed by local markets. Interestingly, 32% of consumers purchase rice online, a significantly higher proportion than in other countries surveyed. This trend is particularly prominent among consumers aged 30-39 and those living in North and Central regions.

Willingness to Pay for Sustainable Rice

An impressive 88% of Indians express their willingness to pay more for sustainable rice. On average, 55% are content with paying 5% more, and 24% are willing to pay 10% more, with males showing a higher propensity to absorb this cost compared to females. Only 9% are keen to spend 20% more, with this willingness split broadly equally by gender, and those over 40 being less inclined to do so.

Conclusion

The insights gleaned from this survey unveil the preferences and perceptions of Indian consumers regarding rice, especially in the context of sustainable rice. The data indicates that a significant majority of Indians are open to paying more for sustainable rice, offering a promising market for sustainable rice producers and stakeholders. Educating consumers about the benefits of sustainable rice, particularly its role in reducing greenhouse gas emissions, could further boost awareness and consumption. As climate change looms as a significant challenge to agricultural output, sustainable rice practices could play a vital role in India’s future.

The full summaries of the consumer survey can be accessed here:

SRP members can access the complete survey results through the member area on the SRP website.

Sustainable Rice in Asia: Insights from Consumer Behaviors and Perceptions

Sustainable Rice Platform — Wed, 01 Nov 2023 02:00:00 +0000

SRP is thrilled to present the results of our consumer survey^1], shedding light on the emerging trends in sustainable rice consumption across Asia. The objectives of the survey included gaining a deeper understanding of consumers’ perceptions toward sustainable rice, their behaviors and journey related to rice products, the key factors influencing their rice purchases, and the profiling of sustainable rice consumers in targeted countries^[2].

Survey Objectives

The survey had specific objectives in mind:

Understanding Perceptions: The aim was to gauge consumers’ perceptions of sustainable rice and sustainably produced rice in terms of characteristics, attributes, premium positioning, and willingness to pay more.
Consumer Behaviors: The survey delved into consumers’ behaviors and their journey related to rice products, with a particular focus on sustainable rice.
Key Purchasing Factors: The survey aimed to identify the key factors influencing the purchase of rice, including the type of messaging on packaging.
Consumer Profiling: The goal was to create a profile of sustainable rice consumers in targeted countries.

Awareness and Purchase Rates

Creating awareness about sustainable food systems is instrumental in promoting sustainable food consumption and production. Our survey results paint an optimistic picture, with an average of 81% of consumers reporting that they have purchased sustainable food products to some extent. Among the countries surveyed, Vietnam leads the pack with an impressive 88% purchase rate, while Thailand trails at 72%.

Vietnamese consumers not only lead in purchasing sustainable food but also exhibit the highest level of awareness when it comes to sustainable rice. A remarkable 71% of Vietnamese consumers feel well-informed on this topic, surpassing the average awareness level of 61%. In contrast, consumers in Pakistan (54%) and Thailand (57%) show the lowest levels of awareness, which corresponds with Thailand’s lower-than-average purchase rates of sustainable produce.

Consumer Behavior and Price Sensitivity to Sustainable Rice

While, on average, 61% of consumers are aware of sustainable rice, only 53% have actually purchased it, indicating an 8% gap between awareness and the desire to purchase. This awareness versus purchasing gap is most pronounced in Thailand, with an 11% differential, and least in Pakistan, with a 6% gap.

Vietnamese consumers, in alignment with their higher-than-average awareness, are most likely to have purchased sustainable rice (64%). Conversely, Thais (46%) and Pakistanis (48%) exhibit lower purchase rates, which could be attributed to their comparatively lower levels of awareness, as previously mentioned.

Willingness to Pay More for Sustainable Rice

Our survey results indicate a positive correlation between awareness of sustainable rice and higher purchase rates, as well as a willingness to pay more for it. This likely stems from a deeper appreciation of the environmental and social benefits of sustainable food production. Vietnam’s consumers, the most aware of and likely to have purchased sustainable rice, exemplify this trend. Only 6% of Vietnamese consumers express unwillingness to pay more for sustainable rice, the lowest percentage among the surveyed countries and below the average of 13%.

In contrast, consumers in Pakistan display greater price sensitivity, with almost a quarter (23%) expressing unwillingness to pay more for this staple.

Conclusion

The results of our survey shed light on the evolving landscape of sustainable rice consumption in Asia. As awareness grows and consumers increasingly recognize the benefits of sustainable rice, there is a clear opportunity for businesses and policymakers to align their efforts with this growing trend. Sustainable rice is not just a buzzword; it represents a shift towards a more conscious and responsible approach to food consumption in the region.

These findings provide valuable insights for stakeholders across the rice industry, offering a roadmap to better cater to the preferences and needs of consumers. As we move forward, it’s essential to continue fostering awareness and promoting the adoption of sustainable rice production methods. By doing so, we can contribute to a more sustainable and equitable food system for all.

The full summary of the consumer survey can be accessed here. For all released country summaries, click here.
SRP members can access the complete survey results through the member area on the SRP website.

[1] The survey was commissioned by GIZ and conducted by YouGov in March 2022. Funded through the develoPPP programme which Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH implements on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and in collaboration with private companies. The support is provided through the Mainstreaming Sustainable Rice project, which aims to scale sustainable rice production and demand globally.

[2] The study targeted respondents who regularly consume rice and are responsible for household food purchases in India, Indonesia, Pakistan, Thailand, and Vietnam.