The demand for rice Oryza sativa in Uganda has exceeded local supply resulting into importation of several other rice varieties and brands to meet the deficit. Lack of information on consumer preferences hinders decision-making to invest in the rice sub sector. This study seeks to pr\r\novide information on consumer preferences of most rice brands and varieties on the local market.\r\n
Aconsumer survey and sensory analysis were undertaken in the study. The rice consumers' survey was conducted among 475 households from 8 selected rice growing districts in Uganda using astructured questionnaire to establish culinary attributes of rice preferred. Sensory analysis was\r\nconducted by a 25-person controlled sensory panel that evaluated 17 boiled varieties and brands of rice using a hedonic scale of 1-7, to rank basic culinary attributes. Consumers' survey revealed that 27 % of households consumed rice among the starchy food types.