ASSESSMENT OF CONSUMER'S AWARENESS OF FOOD FORTIFICATION IN TANZANIA

Background and objectives: The Government of Tanzania recognises that food fortification is a cost-effective mechanism for preventing and alleviating micronutrient deficiencies and its effects, particularly anaemia (prevalence of 39.6% among adult Tanzanian women). Fortification of salt, wheat flour, maize flour and oil is currently mandatory in Tanzania, with voluntary fortification also permitted. To help increase consumer demand for fortified foods, the government introduced a fortification logo in 2013, which was supported by a public awareness campaign. Little is known about public awareness and understanding of food fortification, which are both direct demand drivers for fortified foods. The objective of this research was to understand the level of consumer awareness and knowledge of food fortification in Tanzania. Methods: A quantitative market research survey, consisting of 23 questions relating to participant's demographic characteristics, food purchasing behaviours, and awareness of and attitudes towards nutrition and food fortification, including awareness of the national food fortification logo. 1087 participants, (18-55 years, 57% female, 80% low socio-economic class) took part in the survey. Results: 53% of survey participants reported a level of awareness of food fortification. Of these 19% correctly defined food fortification, while 34% incorrectly believed that food fortification was the combining of various foods. 217 survey participants (20%) reported prior awareness of the fortification logo rising to 34% (n=371) when shown the logo. For those who were aware of the logo, 70% felt it positively influenced food purchase decisions and 51% trusted the logo. Once provided with a definition of food fortification, 34% agreed that fortification increased the nutritional value of a food; however, 30% believed that fortified foods were for the rich and are expensive. Conclusions: Despite low awareness of fortification and the logo, consumers understood the nutritional benefits of food fortification when provided with a definition. Reported spontaneous awareness of Tanzania's food fortification was consistent with findings of a larger national survey, where 13.3% of respondents reported ever seeing the logo. Further awareness raising campaigns on the role of food fortification and of the national logo are warranted, in order to support increased consumer demand for fortified foods and consequently nutrient intakes.