Description of rice attributes elicited from the stated-preference survey in South and Southeast Asia
| Category of rice attributes | Attributes of rice | |
|---|---|---|
| Appearance | Size of uncooked rice | Short, medium, long |
| Shape of uncooked rice | Bold, medium, slender | |
| Homogeneous grain | Uniform size and shape | |
| Color of cooked and uncooked rice | White, yellowish, brown, red, black | |
| Aroma | Jasmine, popcorn-like, pandan-like, rice-cake-like, vanilla-like, fruit-like, ginger-like, sweet, and unspecified aroma | |
| Cooking characteristics (CC) | No need for excessive amount of water, easy to cook as it takes short time, volume expansion (volume increases after cooking) | |
| Nutritional benefits (NB) | Non-fattening, “whole grain” (unpolished), high-fiber, vitamins, and calcium | |
| Taste | Good taste, tasteful, delicious | |
| Texture | Cooked rice | Rough, smooth, chewy, sticky, non-sticky, firm, soft, slippery, loose, and mushy |
| Category of rice attributes | Attributes of rice | |
|---|---|---|
| Appearance | Size of uncooked rice | Short, medium, long |
| Shape of uncooked rice | Bold, medium, slender | |
| Homogeneous grain | Uniform size and shape | |
| Color of cooked and uncooked rice | White, yellowish, brown, red, black | |
| Aroma | Jasmine, popcorn-like, | |
| Cooking characteristics (CC) | No need for excessive amount of water, easy to cook as it takes short time, volume expansion (volume increases after cooking) | |
| Nutritional benefits (NB) | Non-fattening, “whole grain” (unpolished), high-fiber, vitamins, and calcium | |
| Taste | Good taste, tasteful, delicious | |
| Texture | Cooked rice | Rough, smooth, chewy, sticky, non-sticky, firm, soft, slippery, loose, and mushy |
Source(s): Consumers' rice preference surveys in seven countries in South and Southeast Asia (2013–2014)