Association between Socio-Demographic Characteristics and Drivers of Food Choice among Women of Reproductive Age

Food choices are influenced by a variety of factors, including sociodemographic characteristics and play a critical role in shaping dietary patterns. Among women of reproductive age, these decisions have significant implications for both individual health and public health outcomes. This study examined the association between socio-demographic factors and drivers of food choice among women aged 18-59 years in Kiambu County, Kenya. Understanding this relationship is crucial for informing nutrition policies and interventions aimed at improving dietary diversity and health outcomes in this population. A cross-sectional analytical design was employed, with a sample size of 383. Data was collected using questionnaires and a focus group discussion (FDG), assessing drivers of food choice such as health, convenience, sensory appeal, price, mood, religion, and ethical concerns. Socio-demographic variables, including age, marital status, education level, and income, were also collected to assess their influence on food choices. Data analysis was conducted using SPSS version 23.0 and data was presented using means and frequencies. Chi-square tests were used to determine associations between the variables, and a significance level was set at p<0.05. The results indicated that convenience and sensory appeal were the most influential drivers of food choice. Significant associations were observed between marital status and convenience (p=0.000), as well as income and access to food (p=0.031). Age also influenced ethical concerns, particularly regarding food packaging, with older women showing a greater preference for environmentally friendly packaging. Religion played a notable role in mood and health-related food choices, while women in lower-income brackets prioritized affordability over nutritional quality. The study highlights the need for targeted nutrition education and policy interventions tailored to the socio-demographic diversity of women in Kiambu County. Specifically, there is a need for programs focusing on promoting the affordability of healthy foods among younger and lower-income women