Consumer Knowledge, Attitudes And Practices on Food Fortification in Kenya

Abstract

Micronutrient malnutrition (MNM) is widespread in the industrialized nations, but even more so in the developing regions of the world. Food fortification is considered as an important strategy to address micronutrient malnutrition, which is a key challenge in most developing countries. Kenya has made great strides in food fortification. However, lack of empirical information on consumers’ awareness, preference and demand for fortified foods remains the barrier to the uptake of fortified foods. This study was therefore designed to assess consumer knowledge, attitudes and practices on food fortification in Kenya. A cross-sectional descriptive study was done in 13 counties namely; Kakamega, Kisumu, Uasin Gishu, Trans-Nzoia, Nakuru, Nyandarua, Narok, Nairobi, Mombasa, Kilifi, Kitui Meru and Garissa. Structured questionnaires were used to interview 1435 consumers in the households. The information collected included socio-demographic characteristics, awareness of food fortification, knowledge of food fortification, attitudes and practices of fortified foods in Kenya. The data was analyzed using STATA version 14.0 with the p value for statistical significance set at p < 0.05. Relationship of variables was done using binary logistic regression analysis. In more than half (59%) of the households, the wives were the ones responsible for most of the grocery shopping decisions. About one-third (32.9%) of the respondents were knowledgeable about food fortification. Furthermore, food fortification knowledge was significantly associated with respondents who had attained tertiary (p=0.04) and secondary (p=0.02) education. More than two-thirds (72%) of the respondents were not aware of the term “food fortification”. Awareness of food fortification was significantly associated with female respondents (p=0.02), respondents aged 18-24 years (p=0.02) and greater than 50 years (p=0.03), respondents with secondary and tertiary education (p<0.00), households with more than 7 dependents (p=0.01) and respondents in formal employment (p<0.00). About half (46%) of the respondents had a positive perception towards food fortification. However, two-thirds (66%) of the respondents expressed that fortified foods could be more expensive than non-fortified ones. While more than 80% of the respondents stated to have purchased foodstuffs used as fortification vehicles in Kenya, less than 20% of them stated that they purchased the respective foodstuffs for their added vitamins and minerals. Price was considered the most important factor when making purchase among 30% of the respondents. The study concluded that although Kenyan consumers have considerably limited knowledge and awareness about fortified foods, they demonstrated a positive attitude towards food fortification. Consumption of foods that currently require mandatory fortification was high, probably due to availability of such products in the market. These findings suggest that there is a high potential of food fortification program in Kenya but price seems to be a limiting factor of consuming fortified foods. Moreover, these findings offer useful insights for the Government of Kenya through the Ministry of Health and partners to develop consumer preference-based food fortification information programs in Kenya.