Poor consumers’ preferences for nutritionally enhanced foods

Rosina Wanyama,Matin Qaim,Theda Gödecke,Matthias Jager

doi:10.1108/bfj-09-2018-0622

Rosina Wanyama, Matin Qaim + Show 2 more

Open Access

https://doi.org/10.1108/bfj-09-2018-0622

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Abstract

PurposeMicronutrient malnutrition is a public health problem in many developing countries, especially in the poorest population segments. Fortification and other food-based approaches, such as using more nutritious ingredients in processing, could help to address this problem, but little is known about poor consumers’ attitudes toward nutritionally enhanced foods. The purpose of this paper is to analyze whether poor consumers in Africa would purchase foods with more nutritious ingredients and the related willingness and ability to pay.Design/methodology/approachA survey and choice experiment were conducted with 600 randomly selected households in the poorest neighborhoods of Nairobi (Kenya) and Kampala (Uganda). Participants were asked to choose between various alternatives of porridge flour with different types of nutritional attributes. The data were analyzed with mixed logit models. Porridge flour is widely consumed among the urban poor, so that the example can also provide interesting broader lessons.FindingsPoor consumers welcome foods that are micronutrient-fortified or include new types of nutritious ingredients. However, willingness to pay for nutritional attributes is small. New ingredients that are perceived to have little effect on taste and appearance are seen more positively than ingredients that may change food products more notably.Practical implicationsNew nutritionally enhanced foods have good potential in markets for the poor, if they build on local consumption habits and are not associated with significant price increases.Originality/valueThis is among the first studies to explicitly analyze poor consumers’ preferences for nutritionally enhanced foods.

Highlights

Micronutrient malnutrition remains one of the major public health challenges in many developing countries
The prevalence of micronutrient malnutrition is high among poor households, whose diets are dominated by cheap staples and low consumption of more nutritious foods (Bouis and Saltzman, 2017; Gelli et al, 2015)
3.1 Sample characteristics Table II shows summary statistics characterizing the socioeconomic situation of sample households

Summary

Introduction

Micronutrient malnutrition remains one of the major public health challenges in many developing countries. An estimated 2bn people still suffer from micronutrient deficiencies (Development Initiatives, 2017). Such deficiencies are largely due to inadequate intake of essential vitamins and minerals. The prevalence of micronutrient malnutrition is high among poor households, whose diets are dominated by cheap staples and low consumption of more nutritious foods (Bouis and Saltzman, 2017; Gelli et al, 2015). Health effects of micronutrient deficiencies include increased mortality and morbidity, poor pregnancy outcomes, reduced work productivity, and impaired mental and physical development in children (Black et al, 2008). The resulting health burden is associated with large economic and human costs (Gödecke et al, 2018; Horton and Steckel, 2013)

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