Promotional Strategies Encouraging the Consumption of Fortified Food Products: A Literature Review

Malnutrition is a major problem in the developing and developed countries with billions of people missing out on essential nutrients. There is an exponential growth of the consumption of unhealthy food which has prompted the regulation of food fortification to eradicate hidden hunger. The purpose of this paper is to assess consumer attitude towards fortified food and to identify the marketing strategies that can influence the consumption of fortified food. Numerous articles and books were reviewed to illuminate on food fortification in relation to the consumer. From a pool of 186 academic sources, 23 sources were selected for reviewing. The findings indicate that consumers are motivated with the functions of fortified food. Consumers are also sceptical about fortified food, but promotional strategies can enhance the consumption of fortified food products. Further studies are crucial in investigating food fortification in relation to promotion, motivation, perception, and obstacles for fortified food consumption.