Rice External Preference Mapping for Asian Consumers Living in the United States

Twenty‐one rice samples covering examples of aromatic, long and medium grain, instant, and parboiled products were evaluated by a group of 120 Asian consumers, currently living in the United States and by a professionally trained sensory panel. Results showed that imported Thai Jasmine rice was preferred by this group of Asian consumers over every other rice tested including domestically grown Jasmine rice. The most important acceptance factors for Asian consumers were cooked rice appearance and aroma. Predictive models of rice overall acceptance were evaluated using descriptive sensory evaluation data (i.e. including appearance, flavor and texture attributes). These models allowed the identification of sensory characteristics most important to rice acceptance by this consumer group. This information could be useful to rice breeders to select for specific sensory characteristics expected by Asian consumers.