Identification of Perceived Drivers of Food Choice in Abia State, Nigeria

Background: Poor food choices are associated with all forms of malnutrition and diet-related noncommunicable diseases. Hence, there is a need for a study that contextually appreciates urban influences on food choice to inform a basis for more targeted interventions in the promotion of healthier diets and lifestyles, particularly in low- and middle-income countries (LMICs). Objective: This study aimed to identify the perceived drivers of food choices in selected zones/towns in Abia State. Methods: The study was a descriptive cross-sectional study and adopted a multi-stage sampling technique from which a total of 1200 respondents were used. Data on socio-demographic/economic characteristics, food purchasing and cooking practices, and perceived factors affecting food choice were collected using structured and validated questionnaires. The IBM SPSS version 25.0 software was used to analyze the data. A p-value of < 0.05 was considered significant. Results: Key determinants of food choice as identified in this study include price (n=260), sensory appeal (n=225), natural content (n=206), familiarity (n=174), and health (n=172). However, the least important factors identified were ethical concern (n=144), mood (n=156) and weight control (n=134). Conclusion: Therefore, different strategies and targeted interventions are necessary to create supportive food environments, promote sustainable food production, and improve and maintain healthy dietary intake. Agricultural extension and public health/sanitary extension services should be trained to deliver mutually reinforcing messages that promote sustainable food production, small-scale farming and gardening, improved dietary intakes, and improved health.