Vol. 12, Issue 6 (2023)

Author(s):
Pragya Singh, Shakti Ranjan Panigrahy and Rais M Rajpura

Abstract:
There is increasing urbanization which has certainly impacted food consumption of people worldwide. This change in pattern is further expected to rise and will lead to greater shift towards non vegetarian and protein rich diet. Moreover, it is believed that the increase in productivity of food grains has not been able to successfully meet consumer’s nutritive demand, for which functional food and specifically an enriched egg could be of great importance. To understand the awareness and behavior of consumers towards enriched egg, this study was conducted in Anand and Vadodara cities of Gujarat. For which 100 consumers from each city were interviewed with a structured schedule through purposive sampling. It was found that mostly youth populations which were educated were attracted towards the intake of enriched egg. Further, it was found that consumers perceived an enriched egg to be better than an ordinary egg in terms of health benefits and other properties but when it came to price they were hesitant in consuming it. Enriched egg may be targeted with greater look, freshness, colour and nutritive value through effective leveling for enhancing more value to the consumers.