Consumer Acceptance of Biofortified Nutritional Crops

Biofortified nutritional crops are varieties of staple foods enriched with elevated levels of micronutrients—such as iron, zinc and provitamin A—through conventional breeding or genetic approaches. Consumer acceptance of these crops is critical to mitigating global micronutrient deficiencies, often termed “hidden hunger”. Acceptance is influenced by sensory attributes (colour, texture and taste), cultural norms, economic factors and informational interventions. Controlled sensory trials frequently report high hedonic scores for provitamin A-biofortified sweetpotatoes and iron-enhanced beans, yet real-world uptake depends on effective branding, labelling and trust in the innovation. Economic assessments reveal diverse willingness-to-pay profiles, shaped by demographic characteristics and prior exposure to nutrition messaging. Barrier reduction strategies—such as targeted awareness campaigns, policy support and integration into existing value chains—are essential for scaling adoption. When successfully adopted, biofortified crops can deliver measurable health benefits, support smallholder incomes and contribute to more resilient food systems. A multidisciplinary integration of sensory science, consumer behaviour and public health communication remains vital to ensure that enhanced varieties move from field plots into everyday diets across differing socio-economic contexts.

Research from Nature Portfolio

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Consumer Acceptance of Biofortified Nutritional Crops publication trend

The graph below shows the total number of articles in consumer acceptance of biofortified nutritional crops across all publications each year (not limited to Nature Index journals).

Technical terms

Biofortification: The enhancement of nutrient concentrations in staple crops through selective breeding or genetic modification.

Hedonic scoring: A consumer-based sensory evaluation method that quantifies likeness using structured rating scales.

Willingness to pay (WTP): The maximum monetary amount a consumer is prepared to spend for a given product or attribute.

Hidden hunger: A state of micronutrient deficiency that occurs even when caloric intake is adequate.

Provitamin A: Nutritional precursors—such as beta-carotene—converted by the body into active vitamin A.

References

1. Sensory acceptability of biofortified foods and food products: a systematic review. Nutrition Reviews (2023).
2. Rural Bangladeshi consumers’ (un)willingness to pay for low‐milled rice: Implications for zinc biofortification. Agricultural Economics (2022).
3. From Golden Rice to Golden Diets: How to turn its recent approval into practice. Global Food Security (2022).