Consumer Perception and Willingness to Pay for Fortified Maize Flour Among Households in Katsina State, North West Nigeria

Micronutrient deficiency remains a significant nutrition challenge in North West Nigeria, where maize flour is a dietary staple. Flour fortification with iron, zinc, and vitamins represents a cost-effective strategy to address hidden hunger, but its success depends heavily on consumer acceptance and willingness to pay. This study assessed the perception and willingness to pay for fortified maize flour among 200 household heads in Katsina Metropolis. A structured interview questionnaire was administered following multistage sampling. Questions addressed awareness of micronutrient deficiency, perception of fortified products, trust in government fortification programmes, and maximum willingness to pay for fortified relative to conventional flour. Data were analysed using descriptive statistics and contingent valuation analysis. Results showed that 61 percent of respondents were unaware of micronutrient deficiency and its consequences. However, following a brief educational intervention embedded in the survey, 74 percent expressed positive attitudes toward fortified flour. Mean willingness to pay was 8.5 percent above the standard market price, driven primarily by concern for children's health and prior exposure to nutritional information through media. Key barriers included distrust of product quality claims and preference for visible product attributes. The study recommends intensified consumer education campaigns and transparent product labelling by the National Agency for Food and Drug Administration and Control to boost uptake in Katsina State. Keywords: fortified flour, consumer perception, willingness to pay, micronutrient, Katsina.