This paper analysed the potential demand for local rice in West Africa (WA) in order to generate key information which can support the self-sufficiency strategies on-going in the region. Data were collected using experimental approach based on second price of Vikrey and Endow-and-Upgrade methods in Benin, Côte-d’Ivoire, Niger and Nigeria from 693 consumers (with 68% female) representing theirs households. The analysis based on the framework of the new approach of consumer theory and used a Linear Expenditure System model. Results showed that WA consumers were willing to demand local rice. The probability to demand local rice was about 75%. Probability to demand local rice in the coastal countries was less than the one in landlocked country. The potential demand for local rice was about 44kg/capita/year in average over 57kg/capita/year for all types of rice including imported rice. The ranking of preference criteria showed that the most important rice preference criteria in the region were good taste, whiteness, absence of foreign matters, aroma and shape of grains. Moreover, the possibility to easily import rice affected negatively consumers’ potential demand for local rice in WA. These results suggest that the policy enabling the production of good quality local rice meeting consumers’ preferences and needs will strongly improve the self-sufficiency ratio and then reduce rice imports into the region.