Consumer Food Preferences and Drivers amongst Ghanaians: Effect of the COVID-19 Pandemic

Abstract

Aim: The purpose of this study was to determine the effect of the COVID-19 pandemic on food preference and choice of a group of Ghanaian consumers and to identify the key potential drivers. Place and Duration of Study: The study was conducted online. Data were collected over a 1-month period in May 2020 during the lockdown period of the COVID-19 pandemic. Methodology: The study questionnaire was administered through a virtual snowball sampling method using WhatsApp. Results: The results of the study showed that age and gender were not critical for food choice during the lockdown period of the COVID-19 pandemic. Most consumers (92 %) either stayed away completely from eateries or patronized order/delivery services. Consumers’ food and diet choices were skewed toward eating healthier homemade foods to boost their immunity. The main drivers of purchase preference for the Ghanaian consumer during the lockdown period of COVID-19 were the expiration date, quality and sensory characteristics of food products. Conclusion: The food preference of the group of Ghanaian consumers used surveyed in this study did not change during the COVID-19 restrictions. The Ghanaian consumer chose healthier homemade foods over food from eateries. The findings of this research work would be beneficial to government agencies and food companies involved in food supply intervention programmes during a pandemic.