Fruit and vegetable purchasing patterns and preferences in South Delhi

Area of Science:

• Nutrition Science
• Consumer Behavior Studies
• Public Health Research

Background:

• Understanding consumer purchasing and consumption patterns is crucial for public health initiatives.
• Fruit and vegetable (FV) intake is linked to numerous health benefits, yet consumption remains suboptimal in many populations.
• Identifying barriers to FV consumption is essential for developing effective dietary interventions.

Purpose of the Study:

• To investigate the relationship between consumer characteristics, beliefs, and preferences and fruit and vegetable (FV) purchasing and intake in South Delhi, India.
• To identify the primary sources of FV and the main barriers to increased FV consumption in this region.

Main Methods:

• A mixed-methods approach was employed, combining quantitative household surveys with qualitative in-depth interviews.
• 245 households in South Delhi were interviewed using a structured questionnaire to gather data on FV consumption, purchasing habits, and related beliefs.
• 62 experts and key informants participated in in-depth interviews to validate survey findings and provide contextual insights.

Main Results:

• Street vendors and local markets were identified as the dominant sources for FV purchases in South Delhi.
• Affordability emerged as the primary barrier to increasing FV intake, outweighing concerns about accessibility.
• Consumer knowledge, attitudes towards organic produce, and beliefs about barriers significantly influenced purchasing and consumption patterns.

Conclusions:

• Interventions aimed at increasing FV intake in South Delhi should prioritize addressing affordability issues.
• Leveraging existing dominant retail channels like street vendors and markets could be an effective strategy.
• Future research should explore targeted strategies to make FV more affordable for consumers in urban Indian settings.