Consumers' attitudes towards alternative grains: a conjoint analysis study

Recently, alternative grains (millet, quinoa, sorghum) have been used to produce several food products common to North Americans. The objective of this study was to identify the attributes that drive consumers liking of alternative grains. A literature review and two focus groups were conducted. Four attributes were identified as being important to consumers when purchasing alternative grains. These attributes included grains, product type, flavour and claims. A choice- based conjoint analysis survey was created and administered to 346 individuals who live in Atlantic Canada. Product type and flavour were the most important attributes to consumers. Sweet and nutty flavours, products made from quinoa, or products with claims indicating they were a source of fibre, reduced risk of type 2 diabetes or reduced risk of cardiovascular disease, had a positive effect on consumer liking.