FACTORS FAVORING AMARANTH CONSUMPTION IN MEXICO CITY: CASE STUDY XOCHIMILCO

Amaranth (Amaranthus spp) has a wide range of uses as food for human consumption; this crop is characterized by its high protein content and biological value. The objective of the research was to identify which factors favor the consumption of amaranth in Xochimilco, Mexico City, by means of an opinion poll to potential consumers. The information was collected through non-probability convenience sampling, according to the criteria of selecting individuals with the willingness to be surveyed. A survey was applied to 135 people from September to December 2015. A Pearson correlation matrix was obtained through SAS version 9.3. Results indicate that 47 % consume amaranth as candy, 98% mention that its flavor is ordinary. Consumption is not favored by knowing it is a functional food, only 35 % know about its properties. Income level influences the frequency and quantity consumed. People, who study, or work are a niche market, they are willing to consume it for breakfast or as a snack. A transversal strategy, that encourages consumption in Mexico is required, emphasizing that amaranth is a functional food.