De Groote Hugo, Kariuki Sarah W, Traore Djibril, Taylor John Rn, Ferruzzi Mario G, Hamaker Bruce R
International Maize and Wheat Improvement Centre (CIMMYT), Nairobi, Kenya.
Institut de Technologie Alimentaire, Dakar, Senegal.
J Sci Food Agric. 2018 Apr;98(6):2320-2331. doi: 10.1002/jsfa.8722. Epub 2017 Nov 17.
In Africa, food-processing industries are emerging fast, especially for cereals. New low-cost extrusion cookers give small enterprises an opportunity to enter the market for processed cereal products, in particular instant, fortified and flavoured mixes. Before engaging in the marketing of these products, consumers' interest needs to be assessed. This study used a combination of affective tests and experimental auctions with 200 consumers in Touba, Senegal, to evaluate four new products with conventional pearl millet flour as the control: instant pearl millet flour, instant pearl millet flour with added dry mango and carrot powder (naturally fortified), and the previous products with added conventional chemical micronutrient fortificants.
During affective tests, consumers made little distinction between the five products in appearance, aroma, taste and overall appreciation. The experimental auctions showed that, without providing additional information on the products, there was no difference in 'willingness to pay' (WTP) between them. However, after that information is provided, consumers were willing to pay a modest premium for instant flour, and a large premium for added mango and carrot extract and for added micronutrients, but were not willing to pay a premium if those micronutrients came from natural sources. Income increased overall WTP, while education increased WTP for instant flour.
There is a potential market in low-income African countries for instant and fortified cereal food products, but likely in the higher income and education groups. The increased cost needs to be compared to the premiums consumers are willing to pay. In the next step, the new and promising products could be tested in pilot markets, with target consumers. © 2017 Society of Chemical Industry.
在非洲，食品加工业正在迅速兴起，尤其是谷物加工业。新型低成本挤压式蒸煮器为小企业提供了进入加工谷物产品市场的机会，特别是即食、强化和调味混合谷物产品。在进行这些产品的营销之前，需要评估消费者的兴趣。本研究结合情感测试和实验性拍卖，对塞内加尔图巴的200名消费者进行了调查，以评估四种新产品，并以传统珍珠粟面粉作为对照：即食珍珠粟面粉、添加了干芒果和胡萝卜粉（天然强化）的即食珍珠粟面粉，以及添加了传统化学微量营养素强化剂的上述产品。
在情感测试中，消费者在外观、香气、味道和总体评价方面对这五种产品几乎没有区分。实验性拍卖表明，在不提供产品额外信息的情况下，它们之间的“支付意愿”（WTP）没有差异。然而，在提供这些信息后，消费者愿意为即食面粉支付适度溢价，为添加芒果和胡萝卜提取物以及添加微量营养素支付大幅溢价，但如果这些微量营养素来自天然来源，则不愿意支付溢价。收入增加了总体支付意愿，而教育程度提高了即食面粉的支付意愿。
在低收入非洲国家，即食和强化谷物食品有潜在市场，但可能主要集中在高收入和高教育群体。需要将增加的成本与消费者愿意支付的溢价进行比较。下一步，可以在试点市场对目标消费者测试这些新的、有前景的产品。© 2017化学工业协会。
