This study indicated that price, convenience, availability, household preference, household food production, food quality, and advertisement are important drivers of food choice. This is similar with other studies findings in Ethiopia (38–40). Food choice factors are variable across populations and regions due to cultural diversity and socio-economic differences (29, 30, 36).
Respondents in this study rated food price to be the most important factor affecting food choice, aligned with other study findings. Price is an important factor in food choice, especially for low-income consumers (41–43). A study in Addis Ababa, Ethiopia showed that consumption of ultra-processed foods increases with income and decreases with increasing price (39). Higher costs can adversely affect the purchase volume of foods (44–46) and some studies have shown that price changes had more effect on food choices than health and/or environment logos and labels (47, 48).
Convenience was also rated to be important in household food choice decisions in our study population. This is aligned with other studies (32, 49) that have found convenience can often be more important than price. Research from Ethiopia has shown that low income families in particular tend to make food choice based on location and convenience (39) and preparation convenience(38) in addition to price. The various convenience food products such as highly processed food items, moderately processed food items, and single components have been found to have a significant impact on food choice (50). A study among pastoralists in Ethiopia showed monotonous food consumption with poor food choice decisions.(40)
The present study also showed the importance of availability of a wide variety of healthy and safe foods in food choice. This finding is similar with previous studies in Addis Ababa (39) and among pastoralists in Ethiopia (40). In New Zealand, some consumers prefer locally available foods and are unwilling to purchase non-locally produced food at any price (51). In contrast, a study in Italy showed that origin and freshness were the most preferred attributes that consumers took into account for purchases (52).
Respondents in our study stated that household preferences also play an important role in food choice. Importantly, the present data clearly support previous research where personal attributes like former personal food experiences, visual appeal, health, and cooking skills influences food choice and eating behaviors (43, 46, 49, 50, 53, 54). Social and other external influences also play a role in decision making about what to eat (32, 43, 55). Several studies indicated that traditions stemming from one's childhood and the social aspect of acknowledging other family members’ taste preferences (what is acceptable and what is preferred) influence healthier food choices (56, 57).
Respondents in our study rated household food production to be important in household food choices. A review by Aschemann-Witzel and et.al (58) indicated that the role of home production is an important factor in food choice. Low income families have been shown to prefer household produced foods for cost saving (59, 60). Local knowledges on food preparation may also influence a preference for home grown foods (61).
Likewise, in this study food quality attributes like cleanliness or healthiness, freshness and function of energy density appear to be important in household food choice. This finding is in agreement with several other studies (32, 46, 49, 62, 63). Some consumers also consider quality factors such as the absence of foreign materials, packaging, and aroma (64). Increased interest in health and quality stands in stark contrast to a perceived unwillingness to pay higher prices (65)(50).
Despite there being only a small segment of households exposed to food advertisement, respondents rated marketing and advertising to play important role in household food choice. This finding is similar with a study in Ethiopia that found a range of influencers such as ever-present media advertisements, and rapid changes in the food environment (66). This is also supported by research from Europe where strong links have been identified between obesity levels and childhood media exposure (67–69). Sensory and brand-related product expectations in the mind of the consumer like packaging color, type of packaging, brand name/popularity, visual impact, and reading packaging information plays a key role in capturing the attention of the shopper (63, 70, 71).
In this study women in the households were primarily responsible for food procurement and cooking. This finding is consistent with previous studies that found that mothers and females in the households were mainly responsible for food procurement and preparation, and therefore they have an important role in food choices (72–75). Previous studies, in Ethiopia (76) as well as in South Africa, (75), and India (77) also showed that status in the households is associated with food procurement, and food distribution within the households. In households headed by men, the food choice is mainly determined by household head. Women are mostly responsible for household food purchase and cooking in most African countries (78). In this study most households primarily obtained food from their own production, and a smaller percentage was mainly reliant on purchases from local markets. Similarly reports in sub-Saharan African countries indicate that crop production is the major source of energy, contributing 60% of food availability (79).
A study in 17 sub-Saharan African countries indicated that household food availability was affected by household size (79). In our study household size was large (7.5 ± 8SD). Similar studies in the Ethiopian Somali region and Kwara State, Nigeria indicated family size has a significantly negative effect on food security of the household (80, 81).