Consumer Preferences and Market Drivers for Varieties of Millet Products

Millet-based products are gaining attention in the health-conscious food market, driven by increasing awareness of their nutritional value and environmental benefits. This study explores how the commercial landscape shapes consumer buying behavior for millet product varieties, including foxtail millet flour, pearl millet snacks, finger millet noodles, and sorghum breakfast cereals. Primary data were collected from 255 urban and semi-urban consumers aged 20–50, comprising working professionals, homemakers, and college students, selected through purposive sampling in major retail outlets and farmers' markets across Coimbatore City. Key influencing factors such as brand trust, packaging appeal, price perception, health claims, and promotional activities are examined. Findings reveal that health consciousness, perceived nutritional benefits, and product accessibility are the most influential purchase drivers, while limited product awareness and perceived taste barriers remain key challenges. The study underscores the importance of targeted marketing strategies, consumer education campaigns, and product innovation to strengthen millet product adoption. These insights offer valuable guidance to manufacturers, retailers, and policymakers aiming to expand millet consumption and align with evolving consumer lifestyles.