Nutritious Rice Consumption among Urban Consumers in Naypyitaw, Myanmar

Myanmar faces considerable nutrition challenges, including high rates of anemia, stunting, and wasting, alongside a growing prevalence of non-communicable diseases. Given the country’s high per capita rice consumption, nutritious rice offers a culturally compatible intervention to address these issues. This study investigates the factors associated with choices of nutritious rice among consumers in Naypyitaw, Myanmar. Data were collected from 481 participants and analyzed using a binomial logit model. Results indicate that only 17% of consumers have chosen nutritious rice in the past three years. Higher education levels, increased income, presence of health-vulnerable household members, and positive health behaviors—such as regular exercise, higher fruit intake, and attention to nutritional labeling—were found to significantly increase the likelihood of nutritious rice consumption. Conversely, perceived barriers related to availability and affordability significantly hinder consumption. Findings underscore the need for improvements in consumer knowledge and awareness of health benefits of nutritious rice, as well as policies supporting increased affordability and accessibility, to foster greater consumption and improve dietary health in Myanmar.