Traditional Rice Varieties, Consumer Segmentation, and Preferences: A Case Study from Kerala, India

Traditional rice varieties (TRVs), shaped by generations of adaptation to local soils and climates, are often seen as less competitive than modern rice varieties (MRVs) due to lower yields. As a result, the spread of MRVs has contributed to a global decline in TRVs. However, TRVs offer notable advantages, particularly in terms of sustainability and health benefits. In light of their gradual disappearance, this study aimed to compare the nutritional quality and consumer preferences for selected TRVs and MRVs cultivated in Kerala, India. We evaluated sensory attributes and physicochemical properties to assess their influence on consumer preference. Sensory rankings were analyzed using Kendall’s W test, while multiple linear regression was used to examine the relationship between consumer preference and various quality parameters. The study found that TRVs had significantly higher antioxidant levels, while MRVs had substantially higher protein contents. Sensory evaluations ranked TRVs more favorably, with grain appearance and taste being key drivers of preference. Physicochemical characteristics also significantly influenced consumer choice. To understand how these preferences influenced purchasing behavior, we conducted exit surveys in supermarkets and applied cluster and discriminant function analyses. The results indicated that both younger consumers and senior residents preferred TRVs in terms of purchase and consumption patterns.