Factors influencing grocery shopping choices and the prevalence of food label use among Saudi mothers: a cross-sectional pilot study

Purpose There is currently limited data available on the Saudi population’s adoption of nutritional guidelines or on other factors influencing food purchasing behaviors. The purpose of this study is to evaluate the prevalence of nutrition label use, explore factors that could influence food choices during grocery shopping and evaluate the association of these factors with the sociodemographic characteristics of mothers. Design/methodology/approach Mothers were recruited at a community event. They were requested to complete a questionnaire that assessed social and lifestyle characteristics as well as product features that influence food choices during grocery shopping. Findings The study included 157 mothers. The prevalence of label reading was high with 69% of participants always or mostly reading labels pre-purchase. Features that were most likely to “always” influence purchase choices included: product healthfulness (57.3%), children’s preference (45.9%), specific needs of a family member (38.9%). The feature “awareness campaigns and workshops” was found to be associated with both low and high-income groups. There was a poor understanding of what the “light” food label meant with only 37.6% answering correctly. Research limitations/implications Further research is needed with a higher sample size with diverse sociodemographic characteristics. Practical implications Saudi mothers are influenced by product healthfulness as well as children’s and family members’ needs when grocery shopping. There was a high prevalence of reading nutrition labels prepurchase. These findings can inform future public health policy on the main drivers for food purchasing decisions and the need for educational initiatives in Saudi Arabia. Originality/value The present research collates factors influencing food choices