Predicting consumer demand for healthy snacks: a cross-sectional study of young Pakistaniworking mothers

Purpose Poor dietary habits usually develop in the university years when students experience a significant transition in dietary habits. The purpose of this study is to explore the relationship between nutrition knowledge, eating practices and barriers to healthy eating among young Pakistani working mothers in Lahore, Pakistan. Design/methodology/approach Cross-sectional causal-comparative research was used to explore the choices of snacks for children among mothers in Lahore, Pakistan, using 55 structured questionnaires. Data on socio-demographic characteristics, eating practices, nutrition knowledge and barriers to healthy eating were collected using a self-designed, validated and pilot-tested questionnaire. Findings The results of this study showed differences in age, body mass index, education and mothers’ employment. The knowledge scores for healthy snacks were highest among highly educated (p < 0.05) and unemployed (p < 0.05) mothers aged between 25 and 35 years (p < 0.05). Postgraduate mothers (p < 0.05) aged 25–35 years (p < 0.05) showed positive attitudes toward healthy snacking among all respondents. Healthy snack preferences were significantly associated (p < 0.05) with maternal education. Mothers’ body mass index, nature of the job and working hours were not significantly associated with knowledge, attitude, and preferences (KAP) scores of mothers. However, there is a weak correlation between knowledge and snack preferences (r = 0.55), because of social, cultural and economic factors. Research limitations/implications This study is limited by its use of non-random sampling (snowball), which affects generalizability, and by the use of self-reported data, which may introduce social desirability bias. Practical implications This study highlights the importance of accurate knowledge regarding the selection of healthy snacks and how females can improve their choices regarding healthy diets. Social implications The outcomes of this study can help women improve their knowledge and selection criteria for healthy snacks. Originality/value The outcomes of this study can help women improve their knowledge and selection criteria for healthy snacks.