Mahangu urban consumption survey : final report

Millet consumption is significant in both Oshakati and Windhoek, in terms of both the quantity consumed (7.4 kg and 2.1 kg respectively per person and per month) and the frequency of consumption (more than 80% of consumers eat porridge more than 3 times a week). Urban dwellers who come from non-producing areas do not consume millet, whilst the others remain loyal to the product, which is a link to their rural origins. However, the data collected show a clear trend towards substitution amongst the wealthiest households, and young urban dwellers who tend not to prepare millet, even if they eat it in their village. Total consumption is estimated at about 500 tons grain equivalent in each city for the month of June 2002. Half of the supply goes through non-trade chain. In Windhoek, people buy only flour, and in Oshakati only grain. Most housewives prefer buying grain and processing it themselves, rather than buying industrial flour. Most of them are suspicious of the quality of the industrial product and process. Consumption takes place at home, and the quantity consumed in the street/restaurants is almost zero, except for sorghum beer (Tombo). More than 10 recipes (beverages and dishes) have been identified, but two of them, porridge (thin or thick) and the beverage "oshikundu", represent 90% of the millet consumed. Two different segments should be targeted to improve the competitiveness of millet. The first concerns the traditional consumers, and the products for preparing porridge (grain/flour). Facilitating access to grain and to service mills in Windhoek would increase the demand for millet. The second segment concerns the non-consumers. New products should be developed, or old products renamed, with high standards of quality. At the same time, a new image of millet, not related to tradition, should be promoted.