Barriers in traditional food consumption: A cross sectional study in a city of Assam state

Traditional food consumption is crucial for preserving cultural heritage and ensuring nutritional well-being. However, urbanization and globalization have disrupted traditional dietary practices in regions like Jorhat, Assam. This study is aimed to understand the food culture and identify the barriers of traditional food consumption among urban households in Jorhat. Data were collected from 50 purposively selected households across eight randomly chosen wards in urban Jorhat. Methods included a household food frequency questionnaire covering 53 traditional food items, personal interviews, and anthropometric measurements. A mixed-methods approach was employed for analysis. Results showed 83.3% of respondents preferred traditional foods, with weekly consumption of popular items like tenga (78.3%) and lai xaak (65.2%). However, medicinal greens such as manimuni (Centella asiatica) and dhekia xaak (Diplazium esculentum) were consumed only monthly or less by 46.7% of respondents. Barriers included taste (83.3%), smell (91.7%), texture (83.3%), and limited market availability (50%). Media influence (18.97%) and availability of popular foods (27.59%) drove younger generations toward processed foods. Anthropometric analysis indicated dietary shifts, with 44.44% of men overweight, 33.33% obese, and 18.18% of women underweight. Thematic analysis revealed cultural adherence (94.3%) and family habits (75%) supported traditional food consumption, but modern lifestyles and reduced parental involvement negatively influenced household’s food preferences. The study highlights moderate-to-low consumption of traditional foods, especially medicinal greens, indicating a decline in indigenous dietary practices. Addressing barriers related to accessibility, sensory appeal, and cultural promotion is vital to revitalizing traditional food practices in urban Jorhat.