Usually treated as waste in rice milling and consigned mainly as animal feed, rice bran–after fermentation–offers itself as a nutritious food additive that could benefit not only consumers but provide an income boost to farmers.
A study on fermented rice bran as supplemental food ingredient conducted in Eastern Visayas and published in the October issue of the Philippine Journal of Science, showed willingness among many consumers to buy FRB-enriched beverages such as vegetable/fruit juices, probiotic and yogurt drinks, and are willing to pay for a higher price for new products.
Rice bran is a good source of dietary fiber, minerals, and vitamins, while nutrients found in it are known for their potential to reduce the risk of coronary diseases, lower blood pressure, reduce the absorption rate of fat and cholesterol, reduce tumor incidence and cancer risk, delay gastrointestinal emptying, and provide gastrointestinal health.
Additionally, rice bran is naturally lactose-free, gluten-free, and hypoallergenic, making it a tolerable health product for a variety of tastes.
The Eastern Visayas study conducted in November and December 2021 had 402 respondents between the ages of 15 and 64 years old, with a margin of error of plus or minus 5 points. The sample size represents more than 718,000 Eastern Visayas residents within the sample age. The market survey was conducted outside grocery stores and supermarkets.
The study showed that since FRB-enriched food is new to the market, there is apparent resistance from consumers.
“Therefore, marketers should put extensive efforts into promoting FRB-enriched beverages to increase consumers’ awareness of these novel products,” said the study jointly conducted by the Department of Business and Management of the Visayas State University, the Philippine Rice Research Institute, and Northern Negros State College of Science and Technology.
It said respondents aware of FRB’s health benefits were 3.41 times more likely to buy FRB-enriched food. “Similarly, the odds that individuals who are aware of FRB-enriched beverages will buy the product was 2.77 times higher than those who are not aware,” it said.
And the most effective medium to carry out this marketing campaign are online platforms, the study added.
Every 10 kilos of palay produce around 4 kilos of rice bran during the milling process. Last year, the Philippines’ palay harvest total 19.8 million metric tons.
