Data on knowledge, perception and consumption behavior of Millets and Sorghum - Survey conducted across India

This data includes the research work carried out to understand the individual’s knowledge and perception towards millets and sorghum. The research was carried out by conducting a consumer survey using the Food Frequency Questionnaire along with specific questions to understand the knowledge and perception of millets with 15,522 individuals from 7 major cities of India. Convenience sampling was adopted where respondents were approached in shopping malls. The optimal size of the sample was identified considering both the budget and the statistical power. As a result, a total of 15,522 individuals from seven cities in seven states of south, west, north, and east India participated in the survey. The questionnaire covered demographic details, how frequently the participants consume millets and sorghum, in what form they consume millet and sorghum, the reason for consumption and reason for not consuming millets, and so on. Results showed that the largest group of early adopters of millets have been people with health problems (28%), it being the single largest reason for consuming millets, followed by those wanting to lose weight (15%) and those selecting millets for their taste (14%). The major reason the respondents did not eat more millets was that it is was not eaten at home (40%), followed by reactions such as not liking the taste (22%). Reaching the urban consumer through social media is recommended, given that it is their main source of information. There was no statistically significant relationship between state-wise per capita production and frequency of consumption of millets in the urban areas (p=0.236). In conclusion, it is important to focus on three major areas to enhance the consumption of millets; delicious product development to satisfy the taste, providing knowledge on nutritional and health facts on millets, and improve the accessibility of millets in urban markets.