Youth Preferences of Fortified Products in Lucknow City in India: Exploring Consumption Pattern and Barriers

Background Information: Food fortification brings forth an inexpensive and scalable solution that can reach vast demographics including those residing in remote or deprived sections. Methodology: A cross-sectional survey was conducted in Lucknow city using convenience sampling to select 170 participants. Data was collected using paper-based questionnaire. Major Findings: 67% of participants had easy access to fortified foods, with fortified milk being the most consumed. Daily consumption was reported by 40% of participants. 69% had no safety concerns and holds a positive perception of fortified foods, though a majority still preferred regular food. Conclusion: While fortified foods are accessible and widely accepted, consumer preference for regular food indicates the need for further awareness efforts.