Knowledge, attitudes, practices and demand for processed fruits and vegetables among low-income consumers and retailers in Kenya

Postharvest loss of perishable fruits and vegetables is a significant challenge which can be mitigated by processing them into shelf stable products. This study investigated the knowledge, attitude and practices (KAP) on consumption as well as drivers for consumer demand of raw and processed fruits and vegetables among low-income consumers and retailers in Kenya. A cross-sectional survey was undertaken in urban, peri-urban and rural areas of Central, Coast, Eastern and Nairobi regions. Purposive sampling was used to select sixteen sites predominantly inhabited by low-income consumers. Simple random walk technique was used to sample 1,281 households and 176 retailers. Semi-structured questionnaires were employed to collect qualitative and quantitative data. The results indicated a stronger consumer preference for fresh over processed fruits and vegetables. Nevertheless, respondents acknowledged benefits of processing including shelf life extension and nutrient conservation. Consumers had a higher acceptability for processed products with attributes such as ‘natural taste’, ‘high nutritional value’ and ‘safe’. Almost all sampled households dedicated 28 to 38% of their total food budget to purchase fruits and vegetables. The significant drivers of consumer demand for processed fruits and vegetables included family size, income, educational level, price, gender and age. Consumer demand was a key determinant in retailers’ stocking decisions. The findings provide market intelligence for processors and distributors of value-added products such as mango juice, tomato paste and cereal flour fortified with indigenous green leafy vegetables. Strategic decisions can be made to align product development and marketing with preferences and economic realities of the low-income segment.