Abstract:
Food is crucial for human health and well-being, but concerns exist about its impact, especially in developing countries. Functional Foods (FFs) offer potential health benefits and are gaining popularity. However, there's a knowledge gap about FFs among consumers in countries like The Gambia. This research aims to investigate fundamental consumer attitudes and behaviors towards FFs in The Gambia, including their awareness, level of knowledge, concerns, and perceived importance of FFs. A qualitative research approach was employed, based on a comprehensive literature review to develop research questionnaires on consumer attitudes and willingness to consume FFs. Convenience sampling and judgment sampling were combined for data collection in the five regions of The Gambia, involving Food Safety and Quality Authority officers who facilitated questionnaire translation to participants. The collected data was screened and analyzed using IBM® SPSS® Statistics (v.27.0) and Partial Least Squares (PLS), and the predict significant correlations labelled with a p-value of <0.05 considered significant. The study found that factors like gender, age, education, and income impact people's knowledge of Functional Foods (FFs) in The Gambia. Despite this, most people are aware of FFs and recognize their importance for health. They are particularly interested in consuming FFs for breakfast and lunch. The study also highlighted that family and friends are key sources of information about FFs. Overall, the research provides valuable insights to improve knowledge about FFs and inform policies to promote their consumption in The Gambia.
Keywords: Functional Foods, Food Safety, Consumer Awareness, Consumer Behavior, Consumer Perceptions, Consumer Attitudes, Public Health Policies.
Audience Take Away Notes:
- A presentation on the knowledge and awareness of Functional Foods (FFs) in The Gambia can provide the audience with the following insights:
- Current Levels of Awareness: Understanding the existing awareness and knowledge levels about functional foods among different socio-demographic groups in The Gambia
- Perception and Attitudes: Insights into the perceptions and attitudes of Gambian consumers towards functional foods, including any cultural or traditional influences
- Factors Influencing Acceptance: Identification of key factors that influence the acceptance and consumption of functional foods, such as health benefits, accessibility, and affordability
- Regional Variations: Analysis of how awareness and acceptance of functional foods vary across the five surveyed regions of The Gambia
- Recommendations for Promotion: Strategies and recommendations for increasing awareness and promoting the consumption of functional foods based on the survey findings
- The audience will be able to use what they learn from the presentation to design effective awareness campaigns and educational materials that address misconceptions and highlight the health benefits of functional foods, fostering a healthier population. The findings can be used to identify gaps in current knowledge and focus on developing new functional food products that cater to the preferences and needs of consumers from developing nations such as The Gambia
- The insights from the presentation will help the audience in their jobs by:
- Enhanced Decision-Making: Policymakers and public health officials can make informed decisions when designing and implementing nutrition and health programs, ensuring they are more effective and culturally appropriate
- Improved Program Development: Health educators and NGO workers can create more targeted and impactful educational programs and interventions, leading to better health outcomes in the communities they serve.
- Innovative Product Development: Researchers and product developers can innovate and create functional food products that are better suited to the tastes, preferences, and nutritional needs of Gambian consumers, leading to higher acceptance and consumption rates
- Effective Community Outreach: Community leaders and organizations can tailor their engagement efforts to address specific misconceptions and promote the benefits of functional foods, fostering a healthier and more informed population
- Yes, since this topic is new in the Gambia and probably a big part of the region there is a huge opportunity to expand their research in this topic, such as health and nutrition policies, product development, health research, FF innovation and technology. The research identifies areas for future research to deepen understanding of FFs in the Gambian context
- Yes, the research provides recommendations and valuable insights to improve knowledge about FFs
- Yes, it provides new and valuable findings
- List all other benefits
- Understanding of FFs: A clear definition and explanation of what functional foods are and their potential health benefits
- Awareness of FFs in The Gambia: Knowledge about the current level of awareness and consumption of FFs among the population
- Factors Influencing FF Consumption: Insights into the demographic factors (gender, age, education, income) that impact FF consumption
- Barriers to FF Consumption: Identification of the main challenges hindering the wider adoption of FFs in the country
- Opportunities for FF Development: Potential areas for developing and promoting FFs in The Gambia based on consumer preferences
