A new report reveals that 77% of rural Indian millet consumption is led by women. This comprehensive survey highlights the growing awareness and adoption of millets, emphasising their role in India’s nutritional landscape and global food security efforts.
In the midst of National Nutrition Week, a groundbreaking report titled ‘Assessing Consumer Demand for Millets in India’ sheds light on the consumption habits of millets across urban and rural areas. Conducted by the Development Intelligence Unit (DIU), a collaborative effort between Transform Rural India and Sambodhi Research and Communications Pvt. Ltd, this nationwide survey offers a compelling view of India’s millet consumption landscape.
Notably, the report highlights that 77% of millet consumption in rural India is driven by women. This comprehensive study was carried out with a sample size of 11,281 respondents across 21 states.
India, seeking to establish itself as a global hub for these nutritious grains, aligns with the United Nations’ declaration of 2023 as the International Year of Millets.
However, to understand the nation’s actual consumption patterns, this report delves deep into the milieu of millets, examining both consumers and non-consumers.
The survey aimed to gauge awareness levels, consumption trends, motivations, and barriers towards millet consumption.
Urban vs. Rural Millet Trends
In urban areas, nearly two-thirds of individuals have incorporated millets into their diets, either regularly or sporadically.
Over one-fifth are aware of millets but do not consume them, while 14% are entirely unfamiliar with these grains.
In rural India, the millet trend mirrors urban areas, emphasising the strong link between awareness and consumption.
Those who are aware of millets are more likely to have consumed them, with awareness acting as a catalyst for adoption.
Surprisingly, while urban areas show that only 15% of individuals incorporate millets into their diets regularly, rural regions showcase a significantly higher rate of millet consumption, with 77% of women having integrated millets into their diets at some point, compared to 71% of men.
