Table 1.

Summary of measures of determinants for shift in consumption

Reasons for eating millets	Description
Been traditionally eating it	This refers to respondents who have traditionally been eating millets.
Advised by doctor due to existing health conditions (viz. hypertension, diabetes, obesity)	Patients diagnosed with lifestyle diseases are often advised by their doctors and dieticians to include more of these millets in their diet to prevent the diseases from aggravating further.
Allergic to gluten	People who suffer from gluten allergy avoid consuming wheat and wheat based products and switch to millets and rice.
Advised by doctor to pre-empt illnesses viz. hypertension, sugar etc.	People who are at the risk of contracting lifestyle diseases are often advised by doctors to suitably modify their diet and lifestyle and include millets in their diet.
Self-initiated measure to pre-empt lifestyle diseases	Health conscious people proactively follow a good diet and lifestyle to avert or delay the onset of these diseases.
In-store advertisements and inducements	Advertisements inside stores, freebies, sampling, discounts and cashbacks often serve as inducements to purchase.
Social media advertising	Social media advertising and influence is all pervasive, including in the domain of food.
Friends/relatives act as influencers	People’s social network plays a huge role in our consumption preferences.
Celebrity endorsements	Celebrities, including celebrity chefs and celebrity dieticians are also major influencers.
To cultivate healthy eating habits in family, esp. in children	Childhood dietary habits shape up health outcomes well into adulthood as well.
Environmentally sustainable	Millets are environmentally sustainable grains as they need very less water and chemicals for their growth (75) environmentally conscious consumers.