Application of Choice Modeling for Understanding Wheat User Preferences in Southeast Asia

Southeast Asia is the largest and fastest growing destination for global
wheat exports and is projected to attract 27.6 Mt of wheat from Canada,
the United States, Argentina, the Black Sea region, and Australia in
2019–2020. This article outlines how choice modeling can be applied
to improve wheat breeding to ensure new varieties are better suited to
end-user preferences in Southeast Asia. We describe a choice modeling
study involving Southeast Asian wheat buyers and millers responsible
for more than 70% of flour production in the region. Depending on
the food produced from wheat flour, similarities and some differences
in the trait preferences of wheat buyers and millers were revealed. The
choice modeling approach illustrated here could be applied to other
grains, other products, and other regions.