Patterns and Drivers of Packaged (Fortified) Maize Flour Purchase in Urban and Peri-Urban Kenya

This study focuses on tackling micronutrient deficiencies, a significant public health issue in Kenya, by examining the purchase rates of industrially processed and packaged maize flour, which is required by law to be fortified with micronutrients. The research was conducted among households in Kisumu and Nairobi to explore how factors such as the food environment, household characteristics, and perceptions of shoppers affect the consumption of this fortified product, with the goal of enhancing public health outcomes. We find that across Kisumu and Nairobi, two-thirds of households purchase packaged maize flour, with higher rates seen in urban Nairobi. While almost all households have some access to packaged maize flour in their home food environment, the intensity of access varies. Moreover, households that purchase packaged maize flour reside in neighborhoods with a higher density of outlets selling this product. The local price of packaged maize flour is a particularly strong and statistically significant driver of the purchase decision. This study offers insights for policymakers focused on increasing the consumption of fortified maize flour among the Kenyan population, a critical measure for enhancing public health.