Impact of Food Fortification Awareness Campaigns on Consumption Patterns Among Households in Zamfara State

This study examines the impact of food fortification awareness campaigns on household consumption patterns in Zamfara State, North West Nigeria. Food fortification, specifically the fortification of staple foods with micronutrients such as vitamin A, iron, and iodine, is a proven public health intervention, but its effectiveness depends on consumer awareness and adoption. The study employs a cross-sectional analytical design with a purposive comparison of households in campaign-reached and campaign-unreached communities in Gusau and Anka local government areas. Data were collected from 340 household respondents using a structured questionnaire assessing fortification awareness, attitude, and purchasing behaviour. Objectives include quantifying awareness levels in reached versus unreached areas, examining attitude toward fortified foods, and determining the influence of awareness campaigns on purchase decision-making and consumption frequency. Analytical methods include ANCOVA, logistic regression, and chi-square. The Health Communication Theory anchors the study. Recent literature from North West Nigeria documents that awareness campaigns alone, without price subsidies and retail availability improvements, produce limited behaviour change in fortified food consumption. Findings are expected to reveal a significant but context-moderated effect of campaigns on purchasing intent rather than actual consumption. Recommendations address the Federal Ministry of Health, Zinc Okay, and the National Agency for Food and Drug Administration and Control regarding integrated communication and distribution strategies. Keywords: food fortification, awareness campaigns, consumption patterns, household nutrition, Zamfara State.