నైరూప్య

Food Adulteration and Authenticity towards Consumer Perception

Nimra Naveed Shaikh

Statement of the Problem: In this dynamic and competitive world everyone wants to achieve maximum profit at the charge of quality. Due to this, food products adulteration has turn into a common issue in various countries. Adulteration usually refers to non-compliance to health or safety standards according to the Food and Drug Administration (FDA) and the U.S. Department of Agriculture (USDA). Adulterants may be intentionally added to more expensive substances to increase visible quantities, reduce manufacturing costs and other deceptive or malicious purposes. Food and Drug Administration has developed multiple Food Defence tools in order to prevent food from adulteration. This study will emphasize on the issues of adulteration and food product authenticity in confectionery products. There are a number of ingredients used in the production of confectionary items especially fats. Manufacturers often choose lard as a substitute ingredient for oil because it is relatively cheap and easily available. The need of this study is to explore the awareness and perception of a consumer towards food adulteration. In the analytical field, there were many principal techniques that have been successfully applied to detect and identify ingredients adulteration in confectionary products. Methodology & Theoretical Orientation: An epidemiological study using questionnaires was utilized. The study was conducted among 345 consumers. A methodological framework was utilized to focus on the interaction between the food authenticity and consumer perception. Findings: The consumers in this study were interested in gaining awareness related to the food authenticity. To protect the interest of the consumer it is advisable to the companies to follow processes of production of foods according to the quality and authenticity requirements. Through the channels of communication, it can be spread or create the awareness towards the quality of food products. Conclusion & Significance: The present study, identify certain issues for the assurance of ingredients used in confectionery products and explore the awareness among the consumers towards the adulterations in ingredients which are easily available in marketplaces. Recommendations are made for the consumers to see the ingredients and assure for the quality of the food product. It helps the companies to meet the consumer’s needs and to frame the strategies accordingly.