A significant reduction in rice starch digestibility and subsequent postprandial blood glucose responses following extended cold treatment (at 4 °C for 24 h) have been demonstrated in both in vitro and in vivo studies, respectively. The impact of cold treatment was more significant for parboiled rice compared to other rice varieties. This study aimed to investigate consumer liking of sensory characteristics that may influence consumer acceptability of three available rice products in the Auckland region (medium grain white, medium grain brown and parboiled rice, which were either freshly boiled or cold-treated and reheated). The consumer liking of sensory characteristics (colour, taste, flavour, and texture) of each rice sample were accessed using visual analogue scales (VAS) in a randomized single blind setting. In the second stage, the participants evaluated their acceptability on VAS after the nutritional value and the characteristics of the rice samples were revealed. Sixty-four rice consumers reported higher likings of sensory characteristics of cold-treated parboiled rice and medium grain brown rice. The effect of cold treatment on the liking of sensory characteristics was more significant for parboiled rice (p < 0.05). Participants who are between 36 and 55 years old and consume rice domestically more than 10 times per month preferred cold-treated brown rice (73.8% of the participants' population (67.4%, 80.2%)) and parboiled rice (74.3% of the participants' population (67.9%, 80.7%)) (p < 0.001). As a result, cold-treated reheated parboiled rice received higher likings and acceptability and could be recommended and accepted as a healthier replacement of the daily staple meal.
Keywords: consumer acceptability; medium-grain brown rice; medium-grain white rice; parboiled rice; sensory evaluation.