Measuring consumers’ interest in instant fortified millet products - a field experiment in Touba, Senegal

Cereals are the major staples in most African countries, where food processing industries are emerging fast. New low-cost extruders allow small enterprises to enter the market for processed cereal products, including instant, fortified and flavored 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 millet four as control: instant millet flour, instant millet flour with added mango and carrot extract, and the previous product with added micronutrients from either synthetic or natural origin. During affective tests, consumers made little distinction between the five products for appearance, aroma, taste and overall appreciation. The experimental auctions showed that, without providing additional information on the products, there is no difference in WTP between them. However, after that information is provided, consumers are willing to pay a modest premium for instant flour, and a large premium for added mango and carrot extract and for added micronutrients, but not for micronutrients from natural sources. Income increases overall WTP, while education increases WTP for instant flour. We conclude that there is a potential market for instant and fortified millet flour in Touba, 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.