Constraints to healthy eating guide food choices in an emerging economy

The 31-item food choice questionnaire (FCQ-EE), developed by Dlamini et al. (2024) , accounts for seven motives relevant to people living in emerging economies: Healthy eating constraints (HEC); Meat appeal (MA); Emotional eating (EE); Quality seeking (QS); Weather (WE); Frugality (FR); and Cooking constraints (CC). In an online survey, their predictive ability was tested in a forced choice between 10 paired products. Three pairs had sorghum-based foods (sorghum represents the more sustainable option) as choice options. One pair contrasted a meat-based product with a plant-based alternative. Other pairs targeted choices related to healthfulness, cooking constraints and weather suitability. Each pair was displayed on screen visually and by names, and the eating context was defined. Demographic traits: age groups in years 18–35 (42 %), 36–45 (29 %), and 46–65+ (29 %) of the population ( n = 814); income (low, middle, high) and gender: 69 % women, were also included as potential predictors. HEC was the most prominent predictor of choices as it informed the selection of the generally less healthy option in nine of 10 product pairs. EE was the second most important predictor in four of the 10 food pairs. QS consistently predicted the choice for the more sustainable option. Demographic traits, especially age, contributed to the selection for three pairs. Overall, all motives identified in the FCQ-EE predicted at least one choice, suggesting the usefulness of this tool in the prediction of food choice in an emerging economy. • People rated items describing food choice motives using a food choice questionnaire for emerging economies (FCQ-EE). • They were tasked to select an option in a forced choice between 10 product pairs and indicate their age, income and gender. • Healthy Eating Constraints (HEC) was the most prominent predictor of food selection, followed by Emotional Eating (EE). • The more sustainable options were mainly predicted by Quality Seeking (QS). • Age contributed to the selection between three pairs.