Authors: Assistant Professor Ms.G. Revathi, Mr. Gowtham MR
Abstract: The transformation of food consumption patterns has become a significant subject of study in the field of marketing and consumer behavior. This research investigates the shift in consumer preference from traditional staple grains such as rice and wheat to nutrient-rich millets in Coimbatore city. The study aims to analyze awareness levels, key influencing factors, and consumer purchasing behavior towards millet-based products. A descriptive research design has been adopted, with primary data collected from 100 respondents through structured questionnaires. The findings indicate that increasing health consciousness, rising incidence of lifestyle diseases, medical recommendations, and media influence are the primary drivers behind this shift. Consumers perceive millets as a healthier alternative due to their high fiber, mineral content, and low glycemic index. Despite growing acceptance, challenges such as pricing, limited accessibility, and lack of awareness in certain segments still persist. The study concludes that millets possess strong market potential and represent an emerging segment in the food industry. Strategic marketing, awareness campaigns, and supply chain improvements can further accelerate this transition
