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Analyzing Demographic Grocery Purchase Patterns in Kenyan Supermarkets Through Unsupervised Learning Techniques
Reinpeter Momanyi1, Steve Bicko Cygu1, Agnes Kiragga1,2
1African Population and Health Research Center, Nairobi, Kenya.
Summary
In Kenya, over half of supermarket food purchases are industrially processed, with older males being primary consumers. This trend risks increasing non-communicable diseases (NCDs) in older populations, necessitating public health policy interventions.
Area of Science:
- Public Health
- Nutrition Science
- Data Science
Background:
- Non-communicable diseases (NCDs) are rising in Kenya and other Low and Middle-Income Countries (LMICs), often linked to poor diets.
- A knowledge gap exists in understanding the relationship between supermarket purchasing habits and NCDs in Africa.
- Supermarket transaction data offers demographic insights crucial for public health research.
Purpose of the Study:
- To analyze grocery purchase patterns in Kenya using demographic data.
- To identify the link between customer demographics and the consumption of healthy versus unhealthy foods.
- To inform public health policy for NCD prevention.
Main Methods:
- Utilized the NOVA classification tool, data mining, and unsupervised machine learning.
- Applied the apriori algorithm to establish association rules between demographics and purchase patterns.
- Analyzed 3,934,122 unique transactions from 10 supermarkets across 5 Kenyan counties (2022-2023).
Main Results:
- 53% of all food purchases consisted of industrially processed items.
- Males over 50 years old were the predominant consumers of these processed foods.
- A significant association was found between age, gender, location, and food purchasing habits.
Conclusions:
- Current purchasing trends indicate a heightened risk of NCDs among older individuals in Kenya.
- Urgent policy interventions are recommended to mitigate the impact of processed food consumption on public health.
- Leveraging supermarket data can provide valuable insights for targeted health initiatives.
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