Vol. 12, Special Issue 8 (2023)

This article investigates consumer preferences of fortified edible oils, focusing on the underlying reasons for preferences and constraints faced by the consumers while purchasing and consuming fortified edible oils. Fortified edible oils are becoming more popular in the modern era because of their capacity to bridge nutritional gaps with essential vitamins and minerals. The primary data was collected from the sample respondents through a well-structured interview schedule. The collected data were analyzed using percentage analysis and Garrett's ranking technique. The study revealed that consumers are less aware of the health benefits of fortified edible oils. It could be inferred that Fortune sunflower fortified edible oil was most preferred by the sample respondents. It could be concluded from the result that the primary reason for preferring fortified edible oils was that they were considered to be the most convenient food vehicle to incorporate essential micronutrients into their diet, and the primary constraint faced by consumers while purchasing and consuming fortified edible oils was lack of awareness about food fortification. By focusing on framing solutions to the identified constraints, the acceptance and consumption of fortified edible oils could be increased, which will improve the overall health of consumers.