Prevalence of inadequate fruit and vegetable consumption and associated food choice motives among adults in an urban population in Kerala.

Background: Existing literature does not account for food choice motives associated with the non-communicable disease risk factor of an unhealthy diet, primarily characterised by inadequate fruit and vegetable consumption, among adults residing in Kochi Municipal Corporation. Our study aims to measure the prevalence of inadequate fruit and vegetable consumption in this urban population and to identify priority food choice motives among individuals at risk. Methods: A community-based cross-sectional study was conducted among 300 adults (mean age 46 years, men 50%) selected by cluster sampling. Information on socio-demographic variables, diet, and food choice motives was collected through a pre-tested structured interview schedule. Binary logistic regression analysis was done to identify factors associated with inadequate fruit and vegetable consumption. Results: In our study, 86% (95% CI: 82.07-89.93) of participants reported inadequate fruit and vegetable consumption. The food choice motives of "price" [aOR 2.99, 95% CI: 1.32-6.78], "health" [aOR 2.56, 95% CI: 1.08-6.24], and "sensory appeal" [aOR 2.20, 95% CI: 1.06-4.56] were found to be significantly associated with inadequate fruit and vegetable consumption per day ( Conclusion: The high prevalence of inadequate fruit and vegetable consumption in this urban community necessitates targeted and comprehensive educational campaigns that highlight the health benefits and sensory appeal of fruits and vegetables, as well as the affordability of seasonal produce, to ensure adequate intake of these foods.