Rice external preference mapping for Asian consumers living in the United States

Twenty-one rice samples covering examples of aromatic, long and medium grai n, instant, and parboiled products were evaluated by a group of 120 Asian c onsumers, currently living in the United States and by a professionally tra ined sensory panel. Results showed that imported Thai Jasmine rice was pref erred by this group of Asian consumers over every other rice tested includi ng domestically grown Jasmine rice. The most important acceptance factors f or Asian consumers were cooked rice appearance and aroma. predictive models of rice overall acceptance were evaluated using descriptive sensory evalua tion data (i.e. including appearance, flavor and tenture attributes). These models allowed the identification of sensory characteristics most importan t to rice acceptance by this consumer group. This information could be usef ul to rice breeders to select for specific sensory characteristics expected by Asian consumers.