Understanding lentil consumers in India: Consumer behaviour, likely future demand, and attitudes to Australian lentils

Lentil plays an important role in food and nutrition security for millions of people in India, where it is a valuable part of the diet for the significant vegetarian population and an affordable source of protein in poor communities. India currently imports lentil to meet shortfalls in local production and ensure food security, creating opportunities to expand the market for Australian lentil in India. Understanding the specific behaviours and attitudes that may predict future demand for lentil in India will benefit the pulse industry in Australia. A total of 2070 Indian adults (52.9% male, 47.1% female), completed an online survey which was matched to be representative of the Indian population with respect to region. Results suggested that consumption of lentil is high, and demand is likely to remain stable. Indians also expressed a willingness to purchase Australian lentils, and held highly positive views about Australian lentils. Specific attitudes and values held by Indian lentil consumers are discussed, along with implications for product innovation and marketing/labelling.