From taste to health: Evaluating anemia awareness and consumer acceptance of Iron and protein-rich foods in urban India.

Iron deficiency anemia remains a significant health concern in India despite supplementation and fortification efforts, necessitating ready-to-eat iron-rich food formulations. Understanding consumer awareness and perception of nutrient-dense products is crucial for ensuring long-term consumption. This study assessed anemia awareness among educated urban adults in India (n = 102) and evaluated the sensory properties (appearance, texture, taste, flavor, aroma) and market perceptions (n = 50) of two iron- and protein-rich, plant-based formulations - a sweet bar (20 mg Fe/100 g; protein: 19 g/100 g) and savory chips (18 mg Fe/100 g; protein: 27 g/100 g) - developed through food-to-food fortification. Commercial bar and chip samples were included for comparison (bar - 16.6 mg Fe/100 g; protein: 10 g/100 g; chips - 4.4 mg Fe/100 g; protein: 2.5 g/100 g). Two separate questionnaire surveys collected data for awareness and sensory/market perception. Findings indicated fair awareness levels, with participants who perceived themselves as knowledgeable having a foundational understanding of anemia. However, gaps remained in comprehending causes and management strategies. Notably, 92 % preferred managing anemia through iron-rich foods over medication. Market perception analysis revealed middle/high-income individuals had more favorable opinions about nutrient-dense products, while low-income groups showed less willingness to pay premium prices. Ingredients, nutritional information, health benefits, and taste primarily influenced purchase decisions. Participants favored the formulated products (mean overall likeness score range: 6.5-7 out of 9) over commercial samples. L-Partial Least Square Regression showed highly educated consumers aged 25-34 preferred spicy chips, while younger, low-income undergraduates favored sweet, chocolatey bars. This research provides valuable insights into anemia awareness and consumer perceptions of naturally nutrient-dense foods among educated Indians.