Local tastes and global flavors: food choice in the context of the nutrition transition in South India

This study aimed to quantify familiarity with and consumption of local, national, and global foods among adults in a newly globalizing district in India and to identify patterns of preferences for local or non-local foods. A sample of households with school-going children was selected in an urban, third-tier city and a rural village in Karnataka State, India. One man and one woman (n 937) aged 18 years or older from each of these households were interviewed with a bespoke quantitative survey instrument focused on nutrition and food choice. The results from the study showed that, across six major food groups, at least 80% of respondents reported local items as the most frequently eaten, compared to national (3.0-18.1%) and global (0-9.5%) items. Accessibility was reported as the prominent driver of food choice, with taste and healthfulness as the next most reported considerations. When presented with hypothetical food choice scenarios, including taste, hunger, and health, most participants opted for the local food option over non-local options: less than 17% of respondents switched preferences from local to non-local items. Men more often consumed global drinks and condiments than women; women more often reported having seen global food items advertised than men. Urban residents had higher odds of switching from local to non-local items than rural residents across all choice scenarios except if very hungry. As non-local food items are introduced into the consciousness and diets of people living outside of India’s large metropolitan areas, understanding food choices may help inform efforts to improve nutrition.