Evolving Food Choices Among the Urban Indian Middle-Class: A Qualitative Study

Abstract

One of the leading risk factors for an escalating obesity burden in India is non-nutritious choices. Underpinned by the nutrition transition theory, this qualitative inquiry was designed to understand the urban middle-class Indian consumers’ views about processed foods and rapidly changing food choices. The study consisted of two phases, the first phase consisted of focus group discussions pertaining to the definition and conception of processed foods and the second phase consisted of interviews regarding the changing food environment. A convenience sample of Indian consumers aged 40–65 years were recruited from Mumbai and Kochi to participate in focus group discussions (FGD1 – nine participants and FGD2 – seven participants) and semi-structured face-to-face interviews (N = 22). Both discussions and interviews were audio-recorded and transcribed verbatim. Thematic analysis was used to analyze the transcribed data. Features of processed foods mentioned were chemical and physical processing, prolonged shelf life and poor nutritional quality. Factors influencing food choices and consumption of processed foods reported by participants could be categorized into changes in the socio-cultural environment and changes in the food environment. Changes in the socio-cultural environment included globalization and urbanization, long work days and sedentary living, rise in income levels and decrease in household cooking. Changes in the food environment included increased availability and accessibility of processed foods, replacement of traditional Indian diet with Western food, food as indicators of status, food advertisements and convenience. These results are consistent with nutrition transition theory and provide useful direction for public health policies aimed at promoting healthy diets.

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“…A similar study from China has reported a lesser frequency of eating out [ 44 ]. With rapid economic developments, dietary patterns have changed, and eating out is the more acceptable culture in India [ 29 – 31 ]. Moreover, with the ease in the restrictions imposed during the COVID-19 pandemic, eating out has been even more frequent.…”

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“…Respondents were offered the opportunity to ask questions on any issue which they did not understand and clarifications were provided. Each student completed their questionnaire within ten (10) to fifteen (15) minutes and returned it to a team of data collectors. Non-response rate was zero percent.…”

“…The choices and intake of processed foods can be induced by factors such as changes in the food environment and variations in the socio-cultural setting [15]. Changes in the food environment include food advertisements and convenience, increased availability and accessibility of processed foods, replacement of traditional diet with Western food, foods as indicators of status.…”

“…Changes in the food environment include food advertisements and convenience, increased availability and accessibility of processed foods, replacement of traditional diet with Western food, foods as indicators of status. Variations in the socio-cultural setting include long work hours, inactive lifestyles, globalization and urbanization, rise in income levels and decrease in household cooking [15]. Even though the health of an individual is valued as a key driver of such human behaviour, efforts aimed at informing consumers about the relationship between their choice of diets and health in order to influence their eating patterns or food choices have been very challenging [11].…”

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