Consumer acceptance of innovated potato-based cookies in Uganda

Use of innovations in the African agricultural sector has been at an increase, with African countries emphasising the need to invest in and grow small businesses to take advantage of their own resources and exploit them as a basis for participating in the global value chains. The increasing urbanisation, which is transforming consumer eating habits calls for innovations in the food sector to satisfy the increased demand for convenient snacks, including cookies, bread and other baked products. The objective of this study was to assess consumer acceptance of innovated potato-based cookies and the factors that influence their purchase frequency. The study was conducted in South-western Uganda where potato-based cookies were processed. A sample of 613 adult potential consumers was selected from three big urban centres in the region. A binary Logit model was used to analyse the consumer survey data. Results showed high (over 80%) consumer acceptability for the new product. Consumer’s age, income, per capita quantity and availability of related snacks were the key factors influencing the frequency of cookie purchases. It is apparent that the use of locally grown potato as a substitute for wheat provides favourable competitiveness at processor and market levels. The study results present an opportunity to strengthen local agricultural value chains and reduce dependence on imported food products, which is in line with Uganda’s strategy on agro-industrialisation.