SUMMARY OF FINDINGS: 
     MARKET RESEARCH REPORT  
     Understanding Consumer Demand for 
     Nutritious Food in Nyanza District, Rwanda 
      
     June 2016 
 
      Report submitted by GAIN under USAID Grant # GHA-G-00-06-00002. For additional information, please contact: 
      Jean Bosco Kazaroho 
      Marketplace Manager, Rwanda 
      Global Alliance for Improved Nutrition 
      Kacyiru ST KG 563 
      Plot No 1489 – Gasabo District 
      Tel: +250 (0) 788 897 920 
      E: jbkazaroho@gainhealth.org 
       
       
       
       
      This report is developed by the Global Alliance for Improved Nutrition (GAIN) for activities supported by the U.S. Agency 
      for International Development, under the terms of Grant No. GHA-G-00-06-00002, as amended. The contents are the 
      responsibility of GAIN and do not necessarily reflect the views of USAID or the United States Government. 
       
       
       
       
       
       
       
       
       
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
        
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             Summary of Findings: 
             Market Research Report  
              
             Understanding Consumer Demand for 
             Nutritious Food in Nyanza District, 
             Rwanda 
              
             A Summary of Marketing Insights from Consumer Interviews 
             Nov 2015 - Jan 2016  
              
             Global Alliance for Improved Nutrition (GAIN) 
              
             In collaboration with:  
             James Lee                     Consultant to GAIN 
             Theogene Dusingizimana        School of Food Science & Tech., Univ. of Rwanda 
             Umutoni Marie Francoise       FATE Consulting, Kigali 
             Funding by: 
             UNITED STATES AGENCY FOR INTERNATIONAL DEVELOPMENT (USAID) 
              
              
              
              
              
              
              
              
              
              
              
              
             June 2016 
              
              
              
              
              
              
              
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       TABLE OF CONTENTS 
          
         List of Tables ................................................................................................................. 4 
         List of Figures ................................................................................................................ 4 
         Abbreviations and Acronyms ........................................................................................ 4 
         Acknowledgements ....................................................................................................... 4 
        
         1.  Introduction ............................................................................................................ 6 
          1.1 Market Research Methodology ........................................................................ 6 
          1.2 Consumer Sampling Criteria ............................................................................. 7 
          1.3 Limitations ......................................................................................................... 9 
         2.  What Foods are Consumed and Why? ................................................................ 10 
          2.1 Use of Commercial and Packaged Food Products .......................................... 10 
          2.2 Value Added Products ..................................................................................... 10 
          2.3 Food Adulteration and Home Processing ....................................................... 11 
          2.4 Commercially Processed Foods and Ingredients ............................................ 11 
          2.5 The Urban Diet ................................................................................................ 13 
         3.  Where Foods are Purchased ................................................................................ 14 
          3.1 Types of Food Vendors ................................................................................... 14 
            3.1.1 Neighborhood Kiosks ............................................................................. 14 
            3.1.2 Open-Air Markets .................................................................................. 14 
            3.1.3 Market Stalls .......................................................................................... 15 
            3.1.4 Alimentations ......................................................................................... 15 
          3.2 Direct Purchases from Farmers ...................................................................... 16 
          3.3 Relationships with Rural Producers ................................................................ 16 
          3.4 Trust ................................................................................................................ 17 
          3.5 Refrigeration ................................................................................................... 18 
         4.  Consumer Knowledge and Preferences .............................................................. 19 
          4.1 Consumption of Fruit ...................................................................................... 19 
          4.2 Perception of the Nutritional Attributes of Specific Foods ............................ 19 
          4.3 Convenience .................................................................................................... 20 
         5.  Observations on Dietary Composition ................................................................ 21 
          5.1 Blended Cereal Porridge ................................................................................. 22 
          5.2 Locally Processed Yogurt ................................................................................ 22 
          5.3 Cow’s Milk ....................................................................................................... 22 
          5.4 Small Dried Fish (Indagara) ............................................................................. 22 
          5.5 Groundnut Powder ......................................................................................... 23 
          5.6 Green Leafy Vegetables .................................................................................. 23 
          5.7 Maize Flour ..................................................................................................... 24 
          5.8 Food Restrictions ............................................................................................ 24 
         6.  Conclusions and Recommendations .................................................................... 25 
          6.1 The Packaged/Natural Binary ......................................................................... 25 
          6.2 Rural Ideals and the Urban Diet ...................................................................... 25 
          6.3 Locating Convenience ..................................................................................... 26 
            6.3.1 Bean Flour .............................................................................................. 26 
            6.3.2 Yogurt ..................................................................................................... 26 
            6.3.3 Groundnut Processing ........................................................................... 26 
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