A Study on “Attitude and Acceptance of Fortified Foods in Urban Areas”

Abstract

Food fortification is the addition of one or more essential nutrients to a food whether or not it is normally contained in the
food, for the purpose of preventing or correcting a demonstrated deficiency of one or more nutrients in the population or
specific population groups. Food fortification is the practice of deliberately increasing content of an essential micro
nutrient in a food, so as to improvise the nutritional quality of the food supply and provide a public health benefit with
minimal risk to health. The fortified market today largely consists of health food drinks, iodized salt, iron fortified biscuits
and fortified edible oils. Health food drinks have been focused on general nutritional needs of growing children while
iodized salt and iron- fortified biscuits have become mass product segments driven by nutrient deficiencies and support
through various government policies. Some of the major companies operating in the global market for vitamin fortified
and mineral enriched foods and beverages include The Pepsico Company, Mother Dairy, Quaker, Kellogg Company and
The Proctor & Gamble Company and so on. The present study entitled “Attitude and acceptance of fortified foods in urban
areas, a study – is a case study of Delhi/National Capital Region (NCR) metro consumers” that scatters light on the buyer's
preferences towards fortified foods.