Abstract
Fortification of staple foods has the potential to alleviate micronutrient and protein energy malnutrition in sub Saharan Africa. However, natural food fortification often alters sensory attributes such as flavour, aroma, appearance, texture and other features in ways that may affect target consumer overall acceptance and willingness to purchase. This study examined urban consumers’ acceptance and likelihood to purchase wholemeal instant flours that were fortified using plant based sources. A home-use test (HUT) sensory experiment was conducted in Eldoret, Kenya among 154 urban dwellers in the middle and high level income group living in three gated estates. 5 different flour composites using sorghum, maize, baobab, orange fleshed sweet potato (OFSP) and grain amaranth were used to make both thin (uji) and thick (ugali) porridges. The results showed that urban consumers could distinguish stiff porridge (ugali) and thin porridge (uji) made from the 5 flour varieties. They preferred uji, expressed by higher mean general acceptability scores made from all the flour varieties (M=4.15-M=3.83) to ugali (M=3.50-M=3.17), for appearance, aroma, texture in hand and mouth, significant at p < 0.05. Mothers’ and childrens’ overall acceptance ratings for both sets of products did not differ, showing the ability of mothers to influence a child’s overall acceptance of a product. Further, more than 80% consumers were likely to purchase and use the instant flour. Pearson correlation showed significant positive correlations (*P<.05; & **P<.01), for product fit for all family, with nutritional and health benefits, and product that is introduced by a close friend as the main factors driving their likelihood of purchase. We conclude that HUT is effective for assessing consumer acceptance as far as product sensory characteristics and consumer adoption of a new product, and can be used by industry before market penetration.
Highlights
In the developing world, approximately 32% of children under 5 years are stunted while 20% are underweight (Black et al, 2008)
This study examined urban consumers’ acceptance and likelihood to purchase wholemeal instant flours that were fortified using plant based sources
A home-use test (HUT) sensory experiment was conducted in Eldoret, Kenya among 154 urban dwellers in the middle and high level income group living in three gated estates. 5 different flour composites using sorghum, maize, baobab, orange fleshed sweet potato (OFSP) and grain amaranth were used to make both thin and thick porridges
Summary
Approximately 32% of children under 5 years are stunted while 20% are underweight (Black et al, 2008). Diets consumed by populations in these countries are frequently deficient in macronutrients (protein, carbohydrates and fat, leading to protein–energy malnutrition), micronutrients (electrolytes, minerals and vitamins, leading to specific micronutrient deficiencies) or both, causing further adverse effects on health (Müller & Michael, 2005). Maize and sorghum-based diets with limited variations typical for rural populations in East and Southern Africa, inadequate intakes of quality protein and, of essential amino acids (lysine, threonine and arginine) can be a significant public health problem (Proietti, Frazzoli & Mantovani, 2015). Micronutrient malnutrition is widely recognized as a public health problem, for instance Vitamin A deficiency accounts for 6% of all deaths and 5% of the total disease burden among preschool children (Black et al, 2008). As in much of Sub-Saharan Africa, micronutrients deficiencies are prevalent among children under the age of 5 years http://jfr.ccsenet.org
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