Factors influencing food choices of Malawian consumers: A food choice questionnaire approach

"I find it hard to change poor food habits": Measuring food choice motives in an emerging economy

Food choices are driven by an array of motives that have been approached, determined and quantified in a number of ways, mainly in developed countries. The objective of this study was to better understand the motives behind food choices in an emerging economy by collecting information from urban people in South Africa in a series of four studies. (1) Items generated through focus group discussions with low, middle and high income participants by Magano et al. (2023) were checked for content and face validity and (2) 123 statements derived from them were evaluated by 621 respondents. After exploratory factor analysis (EFA), 46 statements best representing the motivational space were (3) presented to another group of respondents (n = 259). Here, the EFA resulted in a 31-item, 7-factor food choice questionnaire for emerging economies (FCQ-EE) which was (4) confirmed by a nationwide sample (n = 814) and further refined to an alternative 19-item, 7-factor solution. The emerging factors were: Healthy eating constraints (HEC), Frugality (FR), Emotional eating (EE), Meat appeal (MA), Weather (WE), Quality seeking (QS) and Cooking constraints (CC). Whether used in the 31-item or 19-item format, this set of statements highlights factors underlying food choice in an emerging economy and offers a way to study their importance in similar contexts. Further research is needed to show the extent to which these factors can predict actual food choices.

Exploring the potential of transitioning Malawians from corn to quinoa-based thick porridge (nsima): insights from sensory and emotions profiles

BACKGROUND

Considering the nutritional value and adaptability of quinoa, integrating it into African diets could enhance food and nutrition security, contingent on the acceptability of quinoa-based foods. This study therefore determined consumer acceptability of six stiff porridge (nsima) samples, their sensory profiles, and their emotion profiles. The samples comprised controls made from whole corn flour, dehulled corn flour, and soaked, dehulled corn flour and from 1:1 blends of quinoa and each corn flour type.

RESULTS

Despite quinoa being unfamiliar, none of the stiff porridge samples prepared using 1:1 blend of quinoa and corn flour was disliked (liking score of ≤4 on a 9-point hedonic scale). Sensory properties and emotions both had significant (P < 0.05) effects on consumer acceptability. When samples were perceived to be bitter, sticky, and thick, there was an overall mean reduction in liking of 2.3, 1.0, and 0.3, respectively. With regard to emotions, the highest positive mean impact of 1.6 was associated with feeling satisfied followed by being happy and nostalgic (1.4). The sensory and emotion profiles of nsima prepared using whole corn flour were like those of quinoa-based nsima samples. However, profiles of nsima samples from dehulled corn, and soaked dehulled corn flour, respectively, were considered ideal.

CONCLUSION

Quinoa-based nsima can be adopted easily by the current consumers of whole corn flour nsima in Malawi and possibly in other African countries with similar dietary inclinations. However, there is a need to find effective and feasible methods of removing saponin from quinoa to maximize acceptability of the resulting quinoa-based nsima. © 2024 Society of Chemical Industry.

Food choice drivers at varying income levels in an emerging economy

The purpose of this work was to explore and compare food choice drivers of low (LI), middle (MI) and high (HI) income urban people in an emerging economy (South Africa). Here, 13 focus group (FG) discussions [six LI, n = 36, 67% women; four MI, n = 22, 100% women and three HI, n = 17, 76% women; total n = 75) were transcribed, coded inductively and deductively and 17 food choice categories emerged. Eight of these, i.e., aspects related to: plant vs animal protein, food waste, food preparation, availability of resources, food exploration, social aspects and food spoilage, are not typically (e.g., sensory appeal, mood, health, convenience etc.) measured with established food choice questionnaires. Economic factors and Availability of food and resources were mentioned the most by LI participants compared to MI and HI. Whereas, Health; Familiarity and Food exploration were mostly mentioned by MI and HI participants. This study yielded a mixture of individual and environment based motives which add to our understanding of the "why" aspects underlying food choice in an urban and emerging economy. The fact that these aspects are compared by income group provides interesting information on the similarities and differences of how the food choice process unfolds across varying income groups. The insights from this study are useful for the development of an updated, quantitative food choice questionnaire for application in this and other emerging economies.

Development and Optimization of Peanut-Based Beverages: A Malawian Consumer-Driven Approach

Development studies of peanut-based beverages have been ongoing for many years, but there are still challenges, especially with their sensory properties and, ultimately, consumer acceptability. As a result, peanut-based beverages are rarely found on the market, even in developed countries. The current study used mixture design and product matching approaches to develop and optimize peanut-based beverages. Sensory drivers of consumer acceptability were also determined. Optimization focused on maximizing overall consumer acceptability by varying two independent variables that constituted 16% of the beverage by weight: peanut paste (PP) and malted milk powder (MMP). The optimal proportions of the PP and any type of MMP, in the two-component mixture, were 0.6 and 0.4, respectively. Maintaining all other factors as constant, model validation results showed that the model could predict overall liking of the peanut-based beverages with 96% accuracy when the proportions of PP and MMP are known. The samples that were perceived, by the consumers, to be thick, creamy, and smooth had significantly higher (p ≤ 0.05) overall liking scores than those that were perceived to be watery, grainy, and whitish. Based on the findings, acceptable peanut-based beverages were developed and can be scaled up despite using non-defatted peanuts in the formulation.

Reverse thinking: taking a healthy diet perspective towards food systems transformations

Food systems that deliver healthy diets without exceeding the planet’s resources are essential to achieve the worlds’ ambitious development goals. Healthy diets need to be safe, accessible, and affordable for all, including for disadvantaged and nutritionally vulnerable groups such as of smallholder producers, traders, and consumers in low- and middle-income countries. Globally, food systems are experiencing rapid and drastic changes and are failing to fulfil these multiple duties simultaneously. The international community therefore calls for rigorous food systems transformations and policy solutions to support the achievement of healthy diets for all. Most strategies, however, are essentially supply- and market-oriented. Incorporation of a healthy diet perspective in food system transformation is essential to enable food systems to deliver not only on supplying nutritious foods but also on ensuring that consumers have access can afford and desire healthy, sustainable, and culturally acceptable diets. This paper argues that this should be guided by information on diets, dietary trends, consumer motives, and food environment characteristics. Transformational approaches and policies should also take into account the stage of food system development requiring different strategies to ensure healthier diets for consumers. We review current knowledge on drivers of consumer choices at the individual and food environment level with special emphasis on low- and middle income countries, discuss the converging and conflicting objectives that exist among multiple food-system actors, and argue that failure to strengthen synergies and resolve trade-offs may lead to missed opportunities and benefits, or negative unintended consequences in food system outcomes. The paper proposes a menu of promising consumer- and food-environment- oriented policy options to include in the food systems transformation agenda in order to shift LMIC consumer demand towards healthier diets in low- and middle income countries.

Psycho-Behavioural Segmentation in Food and Nutrition: A Systematic Scoping Review of the Literature

Inadequate dietary intakes are a key modifiable risk factor to reduce the risk of developing non-communicable diseases. To encourage healthy eating and behaviour change, innovative public health interventions are required. Social marketing, in particular segmentation, can be used to understand and target specific population groups. However, segmentation often uses demographic factors, ignoring the reasons behind why people behave the way they do. This review aims to explore the food and nutrition related research that has utilised psycho-behavioural segmentation. Six databases from were searched in June 2020. Inclusion criteria were: published 2010 onwards, segmentation by psycho-behavioural variables, outcome related to food or nutrition, and healthy adult population over 18 years. 30 studies were included; most were quantitative (n = 28) and all studies used post-hoc segmentation methods, with the tools used to segment the population varying. None of the segments generated were targeted in future research. Psycho-behavioural factors are key in understanding people's behaviour. However, when used in post-hoc segmentation, do not allow for effective targeting as there is no prior understanding of behaviours that need to change within each segment. In future, we should move towards hybrid segmentation to assist with the design of interventions that target behaviours such as healthy eating.

Food Marketing as a Special Ingredient in Consumer Choices: The Main Insights from Existing Literature

The choices and preferences of food consumers are influenced by several factors, from those related to the socioeconomic, cultural, and health dimensions to marketing strategies. In fact, marketing is a determinant ingredient in the choices related to food consumption. Nonetheless, for an effective implementation of any marketing approach, the brands play a crucial role. Creating new brands in the food sector is not always easy, considering the relevant amount of these goods produced within the agricultural sector and in small food industries. The small dimension of the production units in these sectors hinders both brand creation and respective branding. In this context, it would seem important to analyse the relationships between food marketing and consumer choice, highlighting the role of brands in these frameworks. For this purpose, a literature review was carried out considering 147 documents from Scopus database for the topics of search “food marketing” and “choices” (search performed on 16 October 2020). As main insights, it is worth highlighting that the main issues addressed by the literature, concerning food marketing and consumer choices, are the following: economic theory; label and packaging; marketing strategies; agriculture and food industry; market segments; social dimensions; brand and branding. In turn, food marketing heavily conditions consumer choices; however, these related instruments are better manipulated by larger companies. In addition, this review highlights that bigger companies have dominant positions in these markets which are not always beneficial to the consumers’ objectives.

Sensory and nutritional properties of peanut-based beverages: a promising solution for undernutrition in Malawi and possibly beyond

BACKGROUND

Undernutrition remains a challenge in countries like Malawi. The search for effective nutrition interventions to address this challenge is ongoing. In this study, the sensory profiles of six peanut-based beverage prototypes were determined. Three of the prototypes had barley malt in their formulations, and the other three had sorghum malt in their formulations. Nutrient profiles were determined using official standard analytical methods, and the results were compared with daily nutrient requirements to estimate their nutritional value.

RESULTS

All the six prototypes were acceptable, with mean overall liking scores ranging from 7.0 to 7.6. Prototypes containing sorghum malt were perceived as tasty, creamy, thick, and whitish, whereas those containing barley malt were perceived as sweet, watery, and brown. These terms, except whitish, had a significant impact (P < 0.05) on the overall liking mean score. The formulation incorporating sorghum malt (F-B) had a better nutrient profile than that containing barley malt (F-A) in terms of protein, total dietary fiber, potassium, phosphorus, calcium, magnesium, iron, and zinc. A 237 mL (8 oz.) serving of F-B was an excellent source (% DV ≥20) of high-quality protein, total dietary fiber, phosphorus, calcium, molybdenum, and manganese, and a good source (10 ≤ % DV < 20) of potassium and magnesium.

CONCLUSION

Based on consumer acceptability, both formulations can potentially increase peanut consumption in Malawi. Given its nutritional quality, F-B may help in the management of undernutrition. The peanut-based beverage may also be valuable in other countries, besides Malawi, where undernutrition is also a challenge. © 2020 Society of Chemical Industry.

The Influence of Colorants, Flavorants and Product Identity on Perceptions of Naturalness

Natural foods are important to consumers, yet frustrating to producers due to the lack of a formal definition of “natural”. Previous work has studied how consumers define naturalness and how they rate the naturalness of various products, but there is a gap in knowledge relating to how color and flavor additives impact perceptions. The objective of this study was to understand how colorants and flavorants on ingredient statements affect perceptions of naturalness. An online survey was launched in the United States, United Kingdom, and Australia to determine how consumers perceive products with ingredient statements containing different combinations of artificial and natural colors and flavors when shown with and without the product identity. Results showed that consumers look at the whole product primarily to make decisions about naturalness, but also consider other factors. Products derived from plants and products with natural colors and flavors were perceived to be the most natural. Artificial flavors may be more acceptable than artificial colors due to negative health perceptions and labeling rules associated with colors. Additionally, factors like ingredient familiarity and processing likely influence consumers when making decisions about product naturalness. Males, Millennials, and educated participants have higher naturalness scores than other participants in their respective demographics.