Asian Food Science Journal

Background: Micronutrient deficiencies remain a major public health concern, particularly in developing countries, where inadequate intake of essential vitamins and minerals adversely affects growth, immunity, cognitive performance, and overall well-being. Food fortification has been recognized as a cost-effective and sustainable strategy to address these deficiencies. However, awareness and consumption of fortified foods among young adults remain insufficiently explored.

Objective: This study aimed to assess the knowledge, attitudes, availability, and consumption patterns of fortified foods among young adults and to identify factors associated with awareness and consumption behavior.

Methods: A cross-sectional Knowledge, Attitude, and Practice (KAP) study was conducted among 80 university students aged 20–29 years at Babasaheb Bhimrao Ambedkar University, Lucknow, India. Data were collected using a validated self-administered questionnaire through both online and offline modes. Descriptive statistics, Chi-square tests, and One-Way Analysis of Variance (ANOVA) were performed using SPSS version 26.

Results: Awareness of fortified foods was high, with 86.3% of participants correctly identifying fortified foods and 83.8% recognizing their health benefits. Fortified milk was the most recognized product (70.0%), followed by fortified flour and fortified salt (55.0% each). However, only 30.0% of respondents reported daily consumption of fortified foods. More than half of the participants (51.3%) reported that fortified foods were only occasionally available in local markets. Significant associations were observed between awareness and knowledge-related variables, including understanding of fortified foods (χ² = 8.322, p = 0.040), functional food awareness (χ² = 4.397, p = 0.036), fortified milk awareness (χ² = 5.610, p = 0.018), and awareness of other fortified products (χ² = 4.966, p = 0.026). ANOVA analysis indicated a significant difference in attitudes regarding the inclusion of fortified foods in daily diets (p = 0.044).

Conclusion: Although participants demonstrated satisfactory knowledge and generally positive attitudes toward fortified foods, regular consumption remained inconsistent. Limited availability and accessibility were identified as major barriers. Strengthening nutrition education, improving market availability, and enhancing affordability may promote greater adoption of fortified foods among young adults.