Determinants of Food Choices among Adults (20–40 Years Old) Residing in Delhi, India
Srishti Mediratta, Pulkit Mathur
Abstract
India has seen a rise in consumption of foods high in fat, sugar, and salt that increases risk of diet-related noncommunicable diseases. Information on the drivers that determine food choices among adults will provide insights for policymakers to promote healthier food selection. This study assessed the determinants of food choices among adults in India. A cross-sectional study with a nonprobability purposive sampling technique in which adults were selected from residential colonies belonging to the 4 geographic zones of the city Delhi, India. Data was collected using a mixed methods approach on a total of 589 adults (20–40 y) belonging to upper-middle-income and high-income groups. Data was analyzed by the principal component analysis, chi-squared test, and logistic regression with a level of significance set at P value of < 0.05. Most influential factors of food choices were brand (30%), nutritive value (22%), and taste (20%). The 3 factors that emerged from principal component analysis that determine food choices among adults were “individual,” “social,” and “food quality/wholesomeness.” Focus group discussions also showed that the majority of participants were influenced by the “brand,” “nutritive value,” and “taste” of the food product while making food choices. Food choices were influenced by the company the person was eating food with, i.e., family members or friends. The cost of the food product was also an important driver of food choices among younger adults. Public health policy should utilize the determinants of food choices to bring about changes in the food environment by increasing the availability of healthier yet tasty food, bearing the cost in mind.