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Institute of Agribusiness Management, S.V. Agriculture College, ANGRAU, Tirupati-517502.
Millets are small-grained cereal food crops with drought and extreme weather resilience and require minimal chemical
inputs such as fertilizers and pesticides to flourish. Millets are also known as “Nutri-cereals” because they contain most nutrients necessary for regular human body function. The objective of the present study is to collect the data on market opportunities for value added millet products in urban areas of Prakasam district of Andhra Pradesh. The study is based on primary data collected from sample of 80 consumers from four urban centres (20 consumers from each urban center). Majority of the consumer’s household size is 4 members (76.25%), while (30.00%) consumers were graduates and (36.25%) were from the public sector. Most of the consumers have a medium level of mass media exposure with (77.50%), of consumers buying value added millet products from nearby supermarkets (56.25%) and (70.00%) of consumers were having a medium level of knowledge of value added millet products. Most of the consumers were preferring to consume pearl millet daily (42.50%) and (46.37%) of consumers consuming it at any time. Majority of consumers preferred to consume millet instant mixes and spend the maximum amount on Traditional recipes (58.58%). The market potential in urban areas of Prakasam district for traditional recipes was rupees 72.15 crores followed by pasta products rupees 21.46 crores, for bakery products rupees 16.86 crore, for flaked and popped products rupees 8.29 crores and for instant food mixes rupees 4.02 crores.
KEYWORDS: Nutricereals, Consumption pattern, Consumer preference, Market Potential.