膨發糙米食品消費者接受度之研究

Abstract

在臺灣，稻米雖是重要主食，但平均每人每年的消費量已由1980 年90 公斤降至2021 年的43 公斤，因為國人飲食西化及過度講求精緻而缺乏原生五穀雜糧與膳食纖維，加上糙米質地硬，適口性差，因此較不受消費者青睞，使米糧供過於求。為了提升稻米多元飲食發展及消費者接受度，本研究探討利用膨發加工將發芽糙米製成米餅之技術是否能發展出具高營養價值的點心食品供國人消費，進而提升稻米使用量。 依據近十年來財政部關務署的海關進出口統計，臺灣米菓進口，金額每年約新台幣3.8 至4.2 億元，高於出口值。2020 年在新冠肺炎的影響下，國人對休閒食品需求增加，使米菓進口值上升 16%，除顯示消費者對於膨發米食作為宅居零食的選擇有著明顯的上升趨勢外，也突顯出國內米菓製造業仍有極大的進步空間。若要大幅提昇國產米菓的市佔率，首先需強化產品的加工技術，開發出具特色風味之商品，其次是重視市場行銷，從健康層面推廣食用糙米的益處，提升消費者的購買意願，有效消耗稻米的庫存量。 因此本研究藉由膨發米食之調查問卷和官能品評，對消費者進行喜好、認知及購買行為之調查，分析此類食品之市場接受度，提出糙米餅成為主流休閒食品之行銷策略，供政府作為提升國人米食消費量與促進國人健康之施政參考，使國內稻米的滯銷量可以獲得緩解。

In Taiwan, rice is an important main dish, but the annual per capita consumption declines from 90 kilograms in 1980 to 43 kilograms in 2021. Due to the westernized diet with an increased consumption of refined and processed food, there is a lack of native whole grains and dietary fiber. Although brown rice is rich in dietary fiber, it has a hard texture and poor palatability. So it is less favored by consumers resulting in an oversupply of rice grains. To improve the development of rice-diverse diets and consumer acceptance, the study explores the possibility to make nutritious snacks via expanded processing that makes germinated brown rice into healthy and delicious rice cakes. A survey is conducted to explore the determinants of consumer acceptance of the new brown rice cake product. The potential on increasing rice consumption will also be analyzed to address the oversupply problem of rice in Taiwan. According to the trade statistics in the past decade, Taiwan import 380 to 420 million NT dollars rice crackers every year. Because of the new coronavirus disease (Covid-19) in 2020, the domestic demands for snack food haves increased which makes the import value goes up 16%. This indicates, that not only consumers are interested in puffed rice as a house snack with a clear rising trend, but the domestic rice cracker manufacturing industry has great room for improvement. If we want to raise the market share of rice cracker, the processing techniques should be enhanced with featured products first. Moreover, marketing is important. We can promote brown rice through its benefits on health so that customers are willing to purchase and reduce rice stock effectively. In this study, the consumer acceptance of puffed brown rice cakes is analyzed through questionnaire survey and sensory evaluation of consumer preferences, cognition and purchase behavior. The results suggest that not only the marketing strategies to turn brown rice cakes into the mainstream snack products is important, public health policies to promote healthy food choices is also required to increase overall rice consumption while meeting nutrition needs in Taiwan.